Website Design and Trust Across Cultures

Part of the Human-Computer Interaction Series book series (HCIS)


The number of world-wide Internet users is increasing at a dramatic rate and many of these users are online shoppers. It is important for online retailers to create a website environment where shoppers feel they can trust the vendor and where online risks are mitigated. However, relatively little is known as to how trust is established in online environments across cultures. To fill this gap, in this chapter information is presented concerning culture, website design and online trust. Data from studies conducted by the author with users in Canada, the U.S., Germany, Japan, and China are presented. In particular, cross-cultural comparisons are explored related to risk and vendor legitimacy, information privacy and quality, and transaction security. Additional results are presented as to how information design, navigation design and visual design are statistically related to trust. Numerous cross-cultural differences are discovered with respect to trust formation and risk and suggest that researchers, Web designers, and others take culture into account when designing for online consumers


Information Privacy Credit Card Uncertainty Avoidance Information Design Visual Design 



This research is part of a project titled “Managing E-Loyalty through Design” funded by a Social Sciences and Humanities Research Council of Canada grant.


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Copyright information

© Springer-Verlag London Limited 2011

Authors and Affiliations

  1. 1.Beedie School of BusinessSimon Fraser UniversityBurnabyCanada

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