Cross-cultural comparison of the relationships among perceived risk online, perceived usability and satisfaction during browsing of a tourist website
Keywords:
Perceived risk online, perceived usability, satisfaction online, uncertainty avoidance, individualism.Abstract
The purpose of this paper is to empirically analyze the influence of culture on the relationships among perceived risk, perceived usability and satisfaction online, in two cultures: Spain (high uncertainty avoidance and low individualism) and the United Kingdom (low uncertainty avoidance and high individualism). The sample comprised 314 Internet users, 119 of whom were Spanish and 195 British. They were asked to browse the experimental website of a fictitious tourist destination. The findings indicated that there are significant differences between the direct influence of perceived risk on perceived usability and also the indirect relationship between perceived risk and satisfaction online during browsing of the tourist website, and that these differences are moderated by the uncertainty avoidance dimension.References
Abdalla, M.M., Ribas, J.R., & Vieira, P.R. (2014). The antecedents of
word of mouth intentions about a Brazilian tourist destination.
Tourism & Management Studies, 10(1), 104-111.
AIMC (2010): 12ª encuesta a usuarios de Internet. Navegantes en la
Red. Retrieved March, 10, 2014 from http://www.aimc.es/-AIMC-
.html.
Alcántara-Pilar, J. M., & del Barrio-García, S. (2014). Perceived risk
in e-commerce and the development of loyalty: the moderating
effect of website design, the cultural framework of language, and
the user’s flow state. In F. Liébana-Cabanillas, F. Muñoz-Leiva, J.
Sánchez-Fernández, & M. Martínez-Fiestas (Eds.), Electronic
Payment Systems for Competitive Advantage in E-Commerce (pp. 93-
. Hershey, PA: IGI Global. Doi:10.4018/978-1-4666-5190-
ch006.
Alcántara-Pilar, J.M., Del Barrio-García, S., & Porcu, L. (2013). A
cross-cultural analysis of the effect of language on perceived risk
online. Computers in Human Behavior, 29(3), 596-603.
Batista, M.G., Couto, J.P., Botelho, D. & Faias, C. (2014). Tourist
satisfaction and loyalty in the hotel business: An application to the
island of Sao Miguel, Azores. Tourism & Management Studies, 19(1),
–23.
Beldad, A., Jong, M., & Steehouder, M. (2010). How shall I trust the
faceless and the intangible? A literature review on the antecedents
of online trust. Computers in Human Behavior, 26(5), 857-869.
Buhalis, D. & Law, R. (2008). Progress in information technology
and tourism management: 20 years on and 10 years after the
Internet—The state of eTourism research. Tourism management,
(4), 609–623.
Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). The role of
satisfaction and website usability in developing customer loyalty
and positive word-of-mouth in the e-banking services. International
Journal of Bank Marketing, 26(6), 399-417.
Cheung, G.W., & Rensvold, R.B. (2000). Assessing extreme and
acquiescence response sets in cross-cultural research using
structural equation -modeling. Journal of Cross-Cultural Psychology,
(2), 187-212.
Cheung, C., Chan, G. & Limayen, M. (2005). A critical review of
online consumer behaviour: empirical research. Journal of
Electronic Commerce in Organization, 3(4), 1-19.
Constantinides, E., Lorenzo-Romero, C. & Gomez, M.A. (2010).
Effects of web experience on consumer choice: a multicultural
approach. Internet Research, 20(2), 188-209.
Coyle, J. R. & Thorson, E. (2001). The effects of progressive levels of
interactivity and vividness in web marketing sites. Journal of
advertising, 30(3), 65-77.
Dahlén, M., Friberg, L., & Nilsson, E. (2009). Long live creative
media choice. Journal of Advertising, 38(2), 121–129.
De Mooij, M. (2011). Consumer behavior and culture: Consequences
for global marketing and advertising. 2nd ed. Thousand Oaks, CA:
Sage Publications.
De Mooij, M., & Hofstede, G. (2002). Convergence and divergence in
consumer behavior: implications for international retailing. Journal
of retailing, 78(1), 61-69.
Dimanche, F. (1994). Cross-cultural tourism marketing research.
Journal of International Consumer Marketing, 6(3-4), 123-160.
Engelen, A., & Brettel, M. (2011). Assessing cross-cultural
marketing theory and research. Journal of Business Research, 64,
-523.
Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by
perceived usability, satisfaction and consumer trust on website
loyalty. Information & Management, 43(1), 1-14.
Fischer, R. (2004). Standardization to account for cross cultural
response bias. A classification of score adjustment procedures.
Journal of Cross-cultural Psychology, 35(3), 263-282.
Fornell, C. & Larcker, D. (1981). Evaluating Structural Equation
Models with Unobservable Variables and Measurement Error.
Journal of Marketing Research, 18, 39-50.
Frost, D., Goode, S. & Hart, D. (2010). Individualist and collectivist
factors affecting online repurchase intentions. Internet Research,
(1), 6-28.
Funk, D.C. & Wu, A. (2007). The role of socio-psychological and
culture-education motives in marketing international sport
tourism: a cross-cultural perspective. Tourism Management, 28(3),
-819.
García Del Junco, J., Dutschke, G., & Petrucci, M. (2008). The
Hofstede model in the study of the impact of Sevilla Expo 92.
Revista de Turismo y Patrimonio Cultural, 6(1), 27-36.
García del Junco, J., Dutschke, G., Espasandin Bustelo, F. & Dutschke,
M. (2012). Análisis cross cultural, desarrollo humano y social. La
situación de España y Portugal. Paper presented at Jornadas Luso-
Españolas 2012, University of Tras-os-Montes and Alto Douro, Vila
Real, Portugal.
Gefen, D., & Heart, T. H. (2006). On the need to include national
culture as a central issue in e-commerce trust beliefs. Journal of
Global Information Management, 14(4), 1-30.
Gémar, G. (2014). Influence of cultural distance on the
internationalization of Spanish hotel companies. Tourism &
Management Studies, 10(1), 31-36.
Green, D.T., & Pearson, J.M. (2014). Integrating website usability
with the electronic commerce acceptance model. Behaviour and
Information Technology 30(2), 181-199.
Hair, J.F. & Anderson, R.E., (2010). Multivariate data analysis. New
Jersey: Prentice Hall Higher Education.
Hall, E.T. (1976). Beyond culture. New York: Double Day.
Hofstede, G. (2001). Culture’s consequences. Comparing values,
behaviors, institutions and organizations across nations (2nd ed.).
Thousand Oaks, CA: Sage Publications.
Hofstede, G., Hofstede, G.J. & Minkov, M. (2010), Cultures and
organizations: Software of the mind (3rd ed.), New York, NY:
McGraw-Hill.
House, R.J., Hanges, P.J., Javidan, M., Dorfman, P.W. & Gupta, V.
(2004). Culture leadership and organizations: The GLOBE Study of
Societies. Thousand Oaks, CA: Sage Publications.
Hsu, S.Y., Woodside, A.G. & Marshall, R. (2013). Critical tests of
multiple theories of cultures´ consequences. Comparing the
usefulness of models by Hofstede, Inglehart and Baker, Schwartz,
Steenkamp, as well as GDP and Distance for explaining overseas
tourism behavior. Journal of Travel Research, 52(6), 679-704.
Hudson, S., Hinch, T., Walker, G. & Simpson, B. (2010). Constraints
to sport tourism: a cross-cultural analysis. Journal of Sport &
Tourism, 15(1), 71-88.
IET (2013): Movimientos turísticos en fronteras (FRONTUR-
EGATUR). Madrid: Ministerio de Industria, Turismo y Comercio.
ISO (1998). ISO 9241: Ergonomic requirements for office work with
visual display terminals. Part 11: Guidance on usability,
International Organization for Standardization.
Jin, B., Park, J. Y., & Kim, J. (2008). Cross-cultural examination of the
relationships among firm reputation, e-satisfaction, e-trust, and e-
loyalty. International Marketing Review, 25(3), 324-337.
Karahanna, E., Evaristo, J.R, & Srite, M. (2005). Levels of culture and
individual behavior: an integrative perspective. Journal of Global
Information management, 13(2), 1-20.
Karahanna, E., Williams, C.K., Polites, G.L., Liu, B., & Seligman, L.
(2013). Uncertainty avoidance and consumer perceptions of global
e-commerce sites: a multi-level model. Drake management review,
(1), 12-47.
Kim, M., Chung, N., & Lee, C. (2011). The effect of perceived trust on
electronic commerce: Shopping online for tourism products and
services in South Korea. Tourism Management, 32 (2), 256-265. doi:
1016/j.tourman.2010.01.011
Kirakowski. J., Claridge. N., & Whitehand. R. (1998). Human
centered measures of success in web site design. Paper presented
at the Human Factors and the Web Workshop. Basking Ridge. NJ.
Kolman, L., Noorderhaven, N. G., Hofstede, G., & Dienes, E. (2003).
Cross-cultural differences in Central Europe. Journal of Managerial
Psychology, 18(1), 76-88.
Lee, K., Joshi, K. & Bae, M. (2009). A Cross-national comparison of
determinants of customer satisfaction with online stores. Journal of
Global Information Technology Management, 12(4), 25-51.
Levitt, T. (1983). The Globalization of markets. Harvard Business
Review, 61(3), 91-102.
Li, Y. & Huang, J. (2009). Applying theory of perceived risk and
technology acceptance model in the online shopping channel.
World Academy of Science, Engineering and Technology, 53, 919-
Lim, N., Yeow, P.H.P. & Yuen, Y.Y. (2010). An online banking
security framework and cross-cultural comparison. Journal of
Global Technology Management, 13 (3), 39-62.
Limberger, P.F., Anjos, F.A., Meiria, J.V.S. & Anjos, S.J.G. (2014).
Satisfaction in hospitality on TripAdvisor.com: an analysis of the
correlation between evaluation criteria and overall satisfaction.
Tourism & Management Studies, 10(1), 59-65
Litvin, S.W., Crotts, J.C. & Hefner, F.L. (2004). Cross-cultural tourist
behavior: a replication and extension involving Hofstede’s
uncertainty avoidance dimension. International Journal of Tourism
Research, 6(1), 29-37.
Liu, X., Chakpitak, N., Yodmongkol, P. & Cang, S. (2014). Analysis of
intellectual capital disclosure in cross-cultural e-tourism
enterprises. Journal of Intellectual Capital, 15(2), 249-263.
McCoy, S., Galleta, D.F. & King, W.R. (2005). Integrating national
culture into IS research: the need for current individual level
measures. Communications of the Association for Information
Systems, 15(12), 210- 225
Money, B.R. & Crotts, J.C. (2003). The effect of uncertainty
avoidance on information search, planning and purchases of
international travel vacations. Tourism Administration, 1(1), 191-
ONS (2010). UK National Statistics. Retrieved March 13, 2014 from
http://www.statistics.gov.uk/hub/index.html.
Okazaki, S. (2004). Do multinationals standardise or localise? The
cross-cultural dimensionality of product-based Web sites. Internet
Research, 14(1), 81-94.
Reisinger, Y. (2008). 16 Cross-cultural differences in tourist
behavior. Handbook of tourist behavior: theory & practice. New
York-London: Routledge.
Rey Moreno, M., Medina Molina, C. & Rufín Moreno, R. (2013).
Satisfacción, lealtad y colectivismo en destinos culturales. Tourism
& Management Studies, 9(2), 44-49.
Sabiote, C. M., Frías, D. M., & Castañeda, J. A. (2012a). The moderating
effect of uncertainty-avoidance on overall perceived value of a service
purchased online. Internet Research, 22(2), 180-198.
Sabiote, C. M., Frías, D. M., & Castañeda, J. A. (2012b). E-service
quality as antecedent to e-satisfaction: The moderating effect of
culture. Online Information Review, 36(2), 157-174.
Schwartz, S.H. (1994). Are there universal aspects in the structure
and contents of human values? Journal of Social Issues, 50, 19-45.
Srite, M. & Karahanna, E. (2006). The influence of national culture
on the acceptance of information technologies: an empirical study.
MIS Quarterly, 30(3), 679-704.
Szymansky, D. & Hise, R. (2000). E-satisfaction: an initial
examination. Journal of Retailing, 76(3), 309-322.
Taras, V., Steel, P. & Kirkman, B.L. (2011). Improving national
cultural indices using a longitudinal meta-analysis of Hofstede’s
dimensions. Journal of World Business, 47(3), 329–341.
Vich-I-Martorell. G.A. (2003). The internet and tourism principals in
the Balearic Islands. Tourism and Hospitality Research, 5(1), 25–44.
Wakefield, R.L. & Whitten, D. (2006). Examining user perceptions of
third-party organization credibility and trust in an e-retailer.
Journal of Organizational and End User Computing, 8(2), 1-19.
Wu, S., Wei, P.L., & Chen, J.-H. (2008). Influential factors and
relational structure of Internet banner advertising in the tourism
industry. Tourism Management, 29(2), 221–236.
Zhang, J., Beatty, S.E., & Walsh, G. (2005). Cross-cultural services
research: a review of the literature and future research directions.
In L. Huff & S.M. Smith (eds), Proceeding of 10th Cross Cultural
Research Conference, Puerto Rico, December 11-14.
Downloads
Published
Issue
Section
License
Copyright (c) 2016 Tourism & Management Studies
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
The journal retains published articles’ copyrights, but they are simultaneously licensed under the Creative Commons Attribution License (CC BY-NC-ND), which allows individuals’ to share the relevant papers as long as authorship and publication in this journal are duly acknowledged.
