Does language matter? A cross-national comparison of the moderating effect of language on website information-processing

The globalized nature of markets has provoked interest in whether cultural difference may affect how consumers process the information via websites. Language, as a vehicle for cultural values, is an important factor in their design and the messages they convey. The present study analyzes how languag...

Full description

Saved in:
Bibliographic Details
Published inJournal of business research Vol. 88; pp. 66 - 78
Main Authors Alcántara-Pilar, Juan Miguel, Del Barrio-García, Salvador, Rodríguez-López, Mª Eugenia
Format Journal Article
LanguageEnglish
Published Elsevier Inc 01.07.2018
Subjects
Individualism
Language
Online perceived risk
Perceived usability
Satisfaction online
Uncertainty avoidance
Uncertainty avoidance
Online perceived risk
Language
Perceived usability
Individualism
Satisfaction online
Online AccessGet full text

Cover

More Information
Summary:The globalized nature of markets has provoked interest in whether cultural difference may affect how consumers process the information via websites. Language, as a vehicle for cultural values, is an important factor in their design and the messages they convey. The present study analyzes how language moderates the relationships between online perceived risk, perceived usability and satisfaction online. To fulfill the research aim, the work focuses on two languages that pertain to countries with markedly different cultural values. It employs a between-subjects experimental design, with the processing language (Spanish vs. English) as the independent variable. The study finds that online information-processing is moderated by the language in which users process information. It also demonstrates that firms can reduce the negative effect of perceived risk on perceived usability (and on satisfaction online) using the language known by the user that carries cultural values associated with a lower level of uncertainty avoidance.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2018.03.011