Cross-cultural comparison of the relationships among perceived risk online, perceived usability and satisfaction during browsing of a tourist website

Authors

  • Juan Miguel Alcántara-Pilar
  • Salvador Del Barrio-García
  • Esmeralda Crespo-Almendros

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.

Author Biography

  • Juan Miguel Alcántara-Pilar
    Doutor Professor Adjunto da ESGHT/Universidade do Algarve Administrador do site da Revista Encontros Científicos - Tourism & Management Studies Vice-Director do Curso Superior de Gestão Hoteleira da ESGHT/Universidade do Algarve

Downloads

Published

10.01.2024

Issue

Section

Tourism/Hospitality: Research Papers

How to Cite

Alcántara-Pilar, J. M., Del Barrio-García, S., & Crespo-Almendros, E. (2024). Cross-cultural comparison of the relationships among perceived risk online, perceived usability and satisfaction during browsing of a tourist website. Tourism & Management Studies, 11(1), 15-24. https://tmstudies.net/index.php/ectms/article/view/753

Most read articles by the same author(s)