Beyond Trust: Web Site Design Preferences Across Cultures

Beyond Trust: Web Site Design Preferences Across Cultures

Dianne Cyr (Simon Fraser University, Canada), Carole Bonanni (Simon Fraser University, Canada), John Bowes (Simon Fraser University, Canada) and Joe Ilsever (Simon Fraser University, Canada)
Copyright: © 2005 |Pages: 30
DOI: 10.4018/jgim.2005100102
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Abstract

The growth of Internet shopping motivates a better understanding of how e-loyalty is built online between businesses and consumers. In this study, Web site design and culture are advanced as important to Web site trust, Web site satisfaction, and e-loyalty in online business relationships. Based on data collected in Canada, the U.S., Germany, and Japan, the research considers (1) examining within culture preferences for design elements of a local vs. a foreign Web site and subsequent participant perceptions of trust, satisfaction, and e-loyalty; and (2) comparisons between cultures for design preferences of local and foreign Web sites and subsequent participant perceptions of trust, satisfaction, and e-loyalty. As predicted, similarities were greatest among Americans, Canadians, and Germans, with the Japanese representing a different and unique case. The results are discussed against hypothesized expectations. Implications for future research are outlined.

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