The Challenge of Web Site Design for Global Organizations

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.