Does culture influence website quality expectations? An empirical study
نویسنده
چکیده
This paper investigates the link between culture and website quality expectations. Website quality is measured through a recently developed instrument (WEBQUAL), while culture is measured through Hofstede’s cultural dimensions. The analysis reveals that two cultural dimensions (masculinity and long-term orientation) are associated with higher website quality expectations. The findings have important managerial implications for globalization of e-services.
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