Skip to main content
SpringerLink
Log in

Website Design and Trust Across Cultures

  • Chapter
  • First Online:
Global Usability

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

Abstract

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

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 129.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 169.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 169.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

     Localization is the process of adapting a product or service to a particular language, culture, and desired local “look and feel.” In localizing a product, in addition to language translation, details such as currency, color sensitivities, product or service names, images, gender roles, and geographic examples are considered.

  2. 2.

     It is expected most readers are familiar with Hofstede’s cultural categorizations and therefore details of this work will not be elaborated here. However, for more information on this topic refer to Hofstede (1984), Dawar et al. (1996), or to Simon (2001) who provide an excellent overview of Hofstede’s dimensions in a compressed format.

  3. 3.

     Refer to Srite and Karahanna (2006) for a discussion of the role of individual and espoused cultural values in technology acceptance.

  4. 4.

     A thorough review of trust in offline and online settings is not feasible within the scope of the present paper. However, the reader may wish to refer to Rousseau et al. (1998) for a critique of offline trust and Gefen et al. (2003) for a summary of online trust. In research in which online trust is the primary focus, it is recognized a multidimensional construct for trust is most appropriate. Trust may result from a consumer’s belief that an online vendor demonstrates ability, benevolence, or integrity (McKnight et al. 2002). Alternately, in studies such as this one, when trust is one element included to better understand a more comprehensive user reaction to a Web site, then trust as a single construct has been used (Gefen et al. 2003; Koufaris 2002).

  5. 5.

     Thirty participants were selected in each of Canada, the United States, Germany, and Japan. Participants had an average age of 35 years; 42% were female and 58% male. After navigating the Samsung website (local and foreign versions) in search of a cellular phone, each person completed a survey (translated and back translated for each required language), followed by a digitally recorded interview. Interpreters were used when necessary.

  6. 6.

     Data reported in these tables was collected from the sample population and using the same methodology as in Cyr et al. (2005) however it has not been previously published.

  7. 7.

     A variance-based Partial Least Squares (PLS) method was chosen over covariance-based methods such as LISREL because it supports both exploratory and confirmatory research (Gefen et al. 2000).

References

  • Agarwal, R., Venkatesh, V.: Assessing a firm’s Web presence: a heuristic evaluation procedure for measurement of usability. Inform. Syst. Res. 13(2), 168–186 (2002)

    Article  Google Scholar 

  • Badre, A.N.: The effects of cross cultural interface design orientation on World Wide Web user performance. GVE Research Technical Reports. http://www.cc.gatech.edu/gvu/reports/2001/abstracts/01-03.html(2000). Retrieved 20 Apr 2004

  • Barber, W., Badre, A. N.: Culturability: the merging of culture and usability. In: Proceedings of the 4th Conference on Human Factors and the Web, Basking Ridge (2001)

    Google Scholar 

  • Bhattacherjee, A.: Individual trust in online firms: scale development and initial test. J. Manage. Inform. Syst. 19(1), 211–241 (2002)

    Google Scholar 

  • Chen, S.C., Dhillon, G.S.: Interpreting dimensions of consumer trust in e-commerce. Inform. Technol. Manage. 4(2–3), 303–318 (2003)

    Article  Google Scholar 

  • Corritore, C.L., Kracher, B., Wiedenbeck, S.: Trust in the online environment. In: Smith, M.J., Salvenjy, G., Harris, D., Koubek, R.J. (eds.) Usability Evaluation and Interface Design: Cognitive Engineering. Intelligent Agents and Virtual Reality, pp. 1548–1552. Erlbaum, Mahway (2001)

    Google Scholar 

  • Cyr, D.: CreoScitex: the next step. In: Cyr, D., Dhaliwal, J., Persaud, A. (eds.) e-Business Innovation: Cases and Online Readings, pp. 164–173. Prentice-Hall, Toronto (2002)

    Google Scholar 

  • Cyr, D.: Modeling website design across cultures: relationships to trust, satisfaction and e-loyalty. J. Manage. Inform. Syst. 24(4), 47–72 (2008)

    Article  Google Scholar 

  • Cyr, D., Bonanni, C.: Gender and website design in e-business. Int. J. Electron. Bus. 3(6), 565–582 (2005)

    Article  Google Scholar 

  • Cyr, D.: Website design, trust, satisfaction and loyalty: a multiple country investigation. In: Proceedings for the Seventh Pre-ICIS HCI Research in MIS Workshop (HCI/MIS’08), Paris. Received Best Paper Award (2008b)

    Google Scholar 

  • Cyr, D., Trevor-Smith, H.: Localization of web design: an empirical comparison of German, Japanese, and U.S. website characteristics. J. Am. Soc. Inform. Sci. Technol. 55(13), 1199–1208 (2004)

    Article  Google Scholar 

  • Cyr, D., Bonanni, C., Bowes, J., Ilsever, J.: Beyond trust: website design preferences across cultures. J. Global. Inform. Manage. 13(4), 24–52 (2005)

    Google Scholar 

  • Cyr, D., Hassanein, K., Head, M., Ivanov, A.: The role of social presence in establishing loyalty in e-service environments. Interact. Comput. 19(1), 43–56 (2007). Special Issue on “Moving Face-to-Face Communication to Web-based Communication”

    Article  Google Scholar 

  • Cyr, D., Head, J., Larios, H.: Colour appeal in website design within and across cultures: a multi-method evaluation. Int. J. Hum. Comput. Stud. 68(1–2), 1–21 (2010)

    Article  Google Scholar 

  • Cyr, D., Head, M., Larios, H., Pan, B.: Exploring human images in website design: a multi-method approach. MIS Quart. 33(3), 530–556 (2009)

    Google Scholar 

  • Dawar, N., Parker, P., Price, L.: A cross-cultural study of interpersonal information exchange. J. Int. Bus. Stud. 27(3), 497–516 (1996). Third quarter

    Article  Google Scholar 

  • del Galdo, E., Neilson, J.: International User Interfaces. Wiley, New York (1996)

    Google Scholar 

  • DeWulf, K., Schillewaert, N., Muylle, S., Rangarajan, D.: The role of pleasure in web site success. Inform. Manage. 43, 434–446 (2006)

    Article  Google Scholar 

  • Doney, P.M., Cannon, J.P., Mullen, M.R.: Understanding the influence of national culture on the development of trust. Acad. Manage. Rev. 23(3), 601–620 (1998)

    Google Scholar 

  • Evers, V., Day, D.: The role of culture in interface acceptance. In: Howard, S., Hammond, J., Lindegaard, G. (eds.) Human Computer Interaction, INTERACT ’97. Chapman & Hall, London (1997)

    Google Scholar 

  • Ferle, C., Edwards, S., Mizuno, Y.: Internet diffusion in Japan: cultural consideration. J. Advert. Res. 22(2), 65–79 (2002). March-April

    Google Scholar 

  • Flavián, C., Guinalíu, M., Gurrea, R.: The role played by perceived usability, satisfaction and consumer trust on website loyalty. Inform. Manage. 43(1), 1–14 (2006)

    Article  Google Scholar 

  • Fogg, B.J., Tseng, S.: Credibility and computing technology. Commun. ACM 14(5), 39–87 (1999)

    Google Scholar 

  • Fogg, B.J., Soohoo, C., Danielson, D.: How Do People Evaluate a Web Site’s Credibility? Results from a Larger Study. Persuasive Technology Lab, Stanford University, Stanford (2002)

    Google Scholar 

  • Garrett, J.J.: The Elements of User Experience: User-Centered Design for the Web. New Riders, Indianapolis/London (2003)

    Google Scholar 

  • Gefen, D.: E-commerce: the role of familiarity and trust. Omega Int. J. Manage. Sci. 28(6), 725–737 (2000)

    Article  Google Scholar 

  • Gefen, D., Straub, D.W., Boudreau, M.C.: Structural equation modeling and regression: guidelines for research practice. Commun. AIS 4(7), 2–77 (2000)

    Google Scholar 

  • Gefen, D., Karahanna, E., Straub, D.W.: Trust and TAM in online shopping: an integrated model. MIS Quart. 27(1), 51–90 (2003)

    Google Scholar 

  • Gommans, M., Krishan, K.S., Scheddold, K.B.: From brand loyalty to e-loyalty: a conceptual framework. J. Econ. Soc. Res. 3(1), 43–58 (2001)

    Google Scholar 

  • Grabner-Krauter, S., Kaluscha, E.: Empirical research in online trust: a review and critical assessment. Int. J. Hum. Comput. Stud. 58, 783–812 (2003)

    Article  Google Scholar 

  • Hoffman, D.L., Novak, T.P.: Marketing in hypermedia computer-mediated environments: conceptual foundations. J. Market. 60, 50–68 (1996)

    Article  Google Scholar 

  • Hoffman, D.L., Novak, T.P., Peralta, M.A.: Building consumer trust online. Commun. ACM 42(4), 80–85 (1999)

    Article  Google Scholar 

  • Hofstede, G.H.: Culture’s Consequences: International Differences in Work-Related Values. Sage, Beverly Hills (1984)

    Google Scholar 

  • Inglehart, R., Basanez, M., Moreno, A.: Human Values and Beliefs: A Cross-Cultural Sourcebook. University of Michigan Press, Ann Arbor (1998)

    Google Scholar 

  • Internet Usage Statistics. http://www.internetworldstats.com/stats.htm(2009) Accessed 2 Nov 2009

  • Jarvenpaa, S.L., Tractinsky, N., Saarinen, L., Vitale, M.: Consumer trust in an Internet store: a cross-cultural validation. J. Comput. Med. Commun. 5(2), http://www.ascusc.org/jcmc/vol5/issue2/jarvenpaa.html(1999). Retrieved 20 Apr 2004

  • Kang, K.S., Corbitt, B.: Effectiveness of graphical components in web site e-commerce application: a cultural perspective. Electron. J. Syst. Develop. Countries. http://www.ejisdc.org(2001). Retrieved 20 Apr 2004

  • Karvonen, K.: The beauty of simplicity. In: ACM Proceedings on the Conference on Universal Usability, pp. 85–90 (2000). http://doi.acm.org/10.1145/355460.355478

    Google Scholar 

  • Kim, Y.H., Son, J.: Trust, cooperation and social risk: a cross-cultural comparison. Kor. J. 38(Spring), 131–153 (1998)

    Google Scholar 

  • Koufaris, M.: Applying the technology acceptance model and flow theory to online consumer behavior. Inform. Syst. Res. 13(2), 205–223 (2002)

    Article  Google Scholar 

  • Marcus, A., Gould, E.W.: Cultural dimensions and global web user interface design. Interactions 7(4), 33–46 (2000). July/August

    Article  Google Scholar 

  • McKinney, V., Yoon, K., Zahedi, F.M.: The measurement of web-customer satisfaction: an expectation and disconfirmation approach. Inform. Syst. Res. 13(3), 296–315 (2002)

    Article  Google Scholar 

  • McKnight, D.H., Cummings, L.L., Chervany, N.M.: Initial trust formation in new organizational relationships. Acad. Manage. Rev. 23(3), 473–490 (1998)

    Google Scholar 

  • McKnight, D.H., Choudhury, V.C., Kacmar, C.: Developing and validating trust measures for e-commerce: an integrative typology. Inform. Manage. Res. 13(3), 334–359 (2002)

    Article  Google Scholar 

  • Nielsen, J.: Designing for Web Usability. New Riders, Indianapolis (2001)

    Google Scholar 

  • Okayazaki, S., Rivas, J.A.: A content analysis of multinationals’ Web communication strategies: cross-cultural research framework and pre-testing. Internet Res. 12(5), 380–390 (2002)

    Article  Google Scholar 

  • Palmer, J.W., Bailey, J.P., Faraj, S., Smith, R.H.: The role of intermediaries in the development of trust on the WWW: the use and prominence of trusted third parties and privacy statements. J. Comput. Med. Commun. 5(3), On-line journal. At http://www.ascusc.org/jcmc/vol5/issue3/palmer.html (2000)

  • Parks, C.D., Vu, A.D.: Social dilemma behaviour of individuals from highly individualist and collectivist cultures. J. Conflict. Resolut. 38(4), 708–718 (1994)

    Article  Google Scholar 

  • Reichheld, F.F., Schefter, P.: E-loyalty: your secret weapon on the web. Harv. Bus. Rev. 78(4), 105–114 (2000)

    Google Scholar 

  • Rousseau, D.M., Sitkin, S.M., Burt, R.S., Camerer, C.: Not so different after all: a cross-discipline view of trust. Acad. Manage. Rev. 23(3), 393–404 (1998)

    Article  Google Scholar 

  • Simon, S.J.: The impact of culture and gender on web sites: an empirical study. Data Base Adv. Inform. Sy. 32(1), 18–37 (2001)

    Google Scholar 

  • Singh, N., Xhao, H., Hu, X.: Cultural adaptation on the Web: a study of American companies’ domestic and Chinese websites. J. Global. Inform. Manage. 11(3), 63–80 (2003)

    Article  Google Scholar 

  • Srite, M., Karahanna, E.: The role of espoused national cultural values in technology acceptance. MIS Quart. 30(3), 679–704 (2006)

    Google Scholar 

  • Sun, H.: Building a culturally-competent corporate web site: an explanatory study of cultural markers in multilingual web design. In: SIGDOC ’01, Rensselaer Polytechnic Institute, Troy, pp. 95–102, 21–24 Oct 2001

    Google Scholar 

  • Szymanski, D.A., Hise, R.T.: E-satisfaction: an initial examination. J. Retailing 76(3), 309–322 (2000)

    Article  Google Scholar 

  • Teltzrow, M., Kobsa, A.: Impacts of user privacy preferences on personalized systems: a comparative study. In: Karat, C.M., Blom, J., Karat, J. (eds.) Designing Personalized User Experiences in e-Commerce, pp. 315–332. Kluwer, Dordrecht (2004)

    Chapter  Google Scholar 

  • Tian, R.G., Emery, C.: Cross-cultural issues in Internet marketing. J. Am. Acad. Bus. March, 217–224 (2002)

    Google Scholar 

  • Triandis, H.C.: Cross-cultural studies of individualism and collectivism. In: Berman, J.J. (ed.) Nebraska Symposium on Motivation, 37th edn, pp. 41–133. University of Nebraska Press, Lincoln (1990)

    Google Scholar 

  • Weber, E.U., Hsee, C.: Cross-cultural differences in risk perception, but cross-cultural similarities in attitudes towards perceived risk. Manage. Sci. 44, 1205–1217 (1998)

    Article  MATH  Google Scholar 

  • Yamagishi, T., Yamagishi, J.: Trust and commitment in the United States and Japan. Motiv. Emotion 18, 129–165 (1994)

    Article  Google Scholar 

  • Yoon, S.: The antecedents and consequences of trust in online-purchase decisions. J. Interact. Market. 16(2), 47–63 (2002)

    Article  Google Scholar 

Download references

Acknowledgement

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.

Author information

Authors and Affiliations

  1. Beedie School of Business, Simon Fraser University, Burnaby, BC, Canada

    Dianne Cyr

Authors
  1. Dianne Cyr
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Dianne Cyr .

Editor information

Editors and Affiliations

  1. University Center C, Learning Systems Institute CCI, Florida State University, Tallahassee, 32306, Florida, USA

    Ian Douglas

  2. Sino European Usability Center, Dalian Maritime University, Dalian, 116026, China, People's Republic

    Zhengjie Liu

Rights and permissions

Reprints and permissions

Copyright information

© 2011 Springer-Verlag London Limited

About this chapter

Cite this chapter

Cyr, D. (2011). Website Design and Trust Across Cultures. In: Douglas, I., Liu, Z. (eds) Global Usability. Human-Computer Interaction Series. Springer, London. https://doi.org/10.1007/978-0-85729-304-6_4

Download citation

  • DOI: https://doi.org/10.1007/978-0-85729-304-6_4

  • Published:

  • Publisher Name: Springer, London

  • Print ISBN: 978-0-85729-303-9

  • Online ISBN: 978-0-85729-304-6

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation