Culture, Emotion and Trust in E-commerce

IBIMA publishing
Publication Type:
Conference Proceeding
17th IBIMA (International Business Information Management Association) Conference Innovation and Knowledge Management: A global competitive advantage, 2011, pp. 392 - 403
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This paper explores the effect of culture on the emotions invoked when different web sites are viewed and the perception that website's trustworthiness. Traditionally, researchers in the human computer interaction (HCI) field have focused on task-orientated usability, cmmitted to improving efficiency. Eventually the importance of other aspects of technology use was recognized, one of which were emotions, all grouped under the umbrella term - user experience. Numerous studies show that culture has an influence on the user's perception of usability and interface preferences. Seeing this relationship between culture and usabilty, one between culture and user experience remains to be explored. A survey was conducted as part of the methodology, where two cultural groups, Bosnians and the Chineese participated, with the aim of capturing differences and similarities, in the perceptions of different classes of websites. The different types used were flash-based, text-dominated, combination of text and graphics, graphic-intensive and virtual reality. Two samples were culture-specific and the rest either Australian or American. The study reveals similarities and differences beteen the two cultural groups examined. Each cultural group rendered both positive and negative emotional responces from the survey and their perceptions of the trustworthiness also varied.
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