Trust and Design: A Cross-Cultural Comparison

Building on previous models for e-loyalty, the research incorporates website design and culture as important elements related to how trust and e-loyalty evolve in online business relationships. A new model for e-loyalty is proposed and subsequently tested in a four-country sample that includes Canada, the U. S., Germany and Japan. More specifically the research addresses: (1) the degree to which predispositions for online trust differ across cultures, and (2) differences in preference and perception of website design in a controlled comparison between a local and foreign website. The results suggest key variables that predispose an individual to trust a site, and therefore presuppose e-loyalty (defined as intent to return to the site to purchase). Implications of the research are relevant for academics and practitioners who seek empirical understanding of how to better address cultural issues related to security and design.