Design and e-loyalty across cultures in electronic commerce

The increasing incidence of Internet shopping necessitates a better understanding of how e-loyalty is built in online transaction environments between businesses and consumers. In the current investigation website design and culture are important elements related to how website trust, website satisfaction, and e-loyalty evolve in online business relationships. A review of the literature is presented, including hypotheses for testing. Based on data collected on site in Canada, the U.S., Germany and Japan, preliminary results are outlined. Based on the data, all hypotheses received support for cross cultural differences concerning trust, satisfaction, loyalty and design preferences for the local website, but not for the foreign website.

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