Website Design and Culture: An Empirical Investigation

Understanding website preferences across cultures is imperative to the development of customer loyalty in online environments. Based on an exploratory four nation study, this paper addresses differences in preference and perception of website design across cultures. Consideration is given to levels of trust and satisfaction that result from web design elements. In many instances the results are counterintuitive. The findings are evaluated concerning design and culture, as well the evolving role of “culture” in Web based environments.

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