Web Strategies to Promote Internet Shopping: Is Cultural-Customization NeedeD?1
Abstract
Building consumer trust is important for new or unknown Internet businesses seeking to extend their customer reach globally. This study explores the question: Should website designers take into account the cultural characteristics of prospective customers to increase trust, given that different trust-building web strategies have different cost implications? In this study, we focused on two theoretically grounded practical web strategies of customer endorsement, which evokes unit grouping, and portal affiliation, which evokes reputation categorization, and compared them across two research sites: Australia (individualistic culture) and Hong Kong (collectivistic culture). The results of the laboratory experiment we conducted, on the website of an online bookstore, revealed that the impact of peer customer endorsements on trust perceptions was stronger for subjects in Hong Kong than Australia and that portal (Yahoo) affiliation was effective only in the Australian site. A follow-up study was conducted as a conceptual replication, and provided additional insights on the effects of customer endorsement versus firm affiliation on trust-building. Together, these findings highlight the need to consider cultural differences when identifying the mix of web strategies to employ in Internet store websites.
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Online trust is formed differently in different cultures in e-commerce contexts.
“In addition, researchers have found that online trust formed differently in different cultures in e-commerce context (Sia et al., 2009; Cyr, 2013).”
From Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model (2015) · cites this paper as Sia et al., 2009
Consumers in dissimilar cultures might have different expectations of what makes an online store trustworthy.
“Moreover, to establish an iTrust, consumers in dissimilar cultures might have different expectations of what makes an online store trustworthy (Kim, 2005; Sia et al., 2009; Ganguly et al., 2010; Kim and Park, 2013).”
From Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model (2015) · cites this paper as Sia et al., 2009
Multi-group PLS analysis method was used to compare between group differences (Australia and Pakistan), which is considered appropriate for this study.
“Further, to compare between group differences (Australia and Pakistan), multi-group PLS analysis method (see Appendix B) was used, which is considered appropriate for this study (Sia et al., 2009).”
From Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model (2015) · cites this paper as Sia et al., 2009
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Prassida, G. F., & Hsu, P.-Y. (2022) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2022.103030 · Cited by 62 · see citing works
Kroenung, J., & Eckhardt, A. (2015) · Information Manager (The) · doi:10.1016/j.im.2015.05.002 · Cited by 62 · see citing works
Udo, G., Bagchi, K., & Maity, M. (2014) · Journal of Business Ethics · doi:10.1007/s10551-014-2484-1 · Cited by 61 · see citing works
“The difference in people’s behavior from these two groups lies with how each group responds to in-groups and out-groups (Sia et al. 2009).”
BackgroundInfluentialSohaib, O., & Kang, K. (2015) · International Journal of Electronic Business · doi:10.1504/ijeb.2015.069104 · Cited by 60 · see citing works
“Moreover, to establish an iTrust, consumers in dissimilar cultures might have different expectations of what makes an online store trustworthy (Kim, 2005; Sia et al., 2009; Ganguly et al., 2010; Kim and Park, 2013).”
Benson, V., Saridakis, G., Tennakoon, H., & Ezingeard, J. (2015) · Int. J. Hum. Comput. Stud. · doi:10.1016/j.ijhcs.2015.03.004 · Cited by 57 · see citing works
Palash, M. A. S., Talukder, M. S., Islam, A. K. M. N., & Bao, Y.-K. (2022) · Industrial management & data systems · doi:10.1108/imds-04-2021-0230 · Cited by 55 · see citing works
Sources of influences on customers' trust in ride-sharing: why use experience matters?
Shao, Z., Guo, Y., Li, X., & Barnes, S. J. (2020) · Industrial Management & Data Systems · doi:10.1108/imds-12-2019-0651 · Cited by 67 · see citing works
Su, N. (2015) · MIS Q. · doi:10.25300/misq/2015/39.4.10 · Cited by 52 · see citing works
Udo, G. J., Bagchi, K. K., & Kirs, P. J. (2012) · Computers in Human Behavior · doi:10.1016/j.chb.2012.04.017 · Cited by 51 · see citing works
Boots on the ground: Foreign direct investment by born digital firms
Stallkamp, M., Chen, L., & Li, S.-L. (2023) · Global Strategy Journal · doi:10.1002/gsj.1474 · Cited by 51
Should all firms adapt websites to international audiences
Bartikowski, B., & Singh, N. (2014) · Journal of Business Research · doi:10.1016/j.jbusres.2013.05.010 · Cited by 49 · see citing works
“Companies need to account for the importance of culture when developing international websites (Sia et al., 2009; Singh, Kumar, & Baack, 2005; Steenkamp & Geyskens, 2006).”
BackgroundInformation usefulness in online third party forums
Luo, C., Luo, X., & Bose, R. (2018) · Computers in Human Behavior · doi:10.1016/j.chb.2018.02.041 · Cited by 48 · see citing works
Shao, Z., Zhang, L., Pan, Z., & Benitez, J. (2023) · Information Manager (The) · doi:10.1016/j.im.2023.103799 · Cited by 47 · see citing works
Sarah, F. H., Goi, C. L., Chieng, F., & Taufique, K. M. R. (2020) · Journal of Internet Commerce · doi:10.1080/15332861.2020.1836593 · Cited by 56 · see citing works
The antecedents and consequences of the perceived positive eWOM review credibility
Chih, W., Hsu, L., & Ortiz, J. (2020) · Industrial Management & Data Systems · doi:10.1108/imds-10-2019-0573 · Cited by 66 · see citing works
Liu, Y.-W., Li, Y., Zhang, H., & Huang, W. (2017) · Personality and Individual Differences · doi:10.1016/j.paid.2016.08.011 · Cited by 47 · see citing works
Self-citationDutta, N., & Bhat, A. K. (2016) · Journal of Internet Commerce · doi:10.1080/15332861.2016.1191053 · Cited by 46 · see citing works
“…of research has been carried out to understand and analyze various aspects of trust related to e-commerce (McKnight, Choudhury, and Kacmar 2002; Awad and Ragowsky 2006; Everard and Galletta 2006; Kim, Ferrin, and Rao 2008, 2009; Lowry et al. 2008; Sia et al. 2009; Benlian, Titah, and Hess 2012).”
BackgroundResearch on IT in China: a call for greater contextualization
Li, L.-L., Gao, P., & Mao, J.-Y. (2014) · Journal of Information and Technology · doi:10.1057/jit.2014.15 · Cited by 45 · see citing works
“First, given the importance of user experience for e-Business, a great deal of effort has been directed to the themes of personalization (Tam and Ho, 2005, 2006; Liang et al. , 2007) and website design (Hong et al. , 2004; Cyr, 2008; Sia et al. , 2009) in China.”
BackgroundInfluentialA systematic review on cross-cultural information systems research: Evidence from the last decade
Chu, X., Luo, X., & Chen, Y. (2019) · Information Manager (The) · doi:10.1016/j.im.2018.08.001 · Cited by 43 · see citing works
The situational nature of impulse buying on mobile platforms: A cross-temporal investigation
Zhang, L., Shao, Z., Zhang, J., & Li, X.-T. (2022) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2022.101204 · Cited by 41 · see citing works
Adoption of Mobile Telephony in Rural India: An Empirical Study
Gupta, R., & Jain, K. (2014) · Decision Sciences · doi:10.1111/deci.12068 · Cited by 41 · see citing works
- Authors
- Sia, C. L., Lim, K. H., Leung, K., Lee, M. K. O., Huang, W. W., & Benbasat, I.
- Affiliations
- City University of Hong Kong (HK)
- City University of Hong Kong, 83 Tat Chee Avenue, Kowloon, Hong Kong, China
- Ohio University (US)
- University of British Columbia (CA)
- Venue
- MIS Quarterly
- Publisher
- MIS Quarterly
- Published
- 2009-09-01
- Volume
- 33
- Issue
- 3
- Pages
- 491-512
- ISSN
- 0276-7783 (ISSN-L)
- 2162-9730
- OpenAlex
- W2132725536
- Cited by
- 342
- References
- 0
- Citations by year
- 2026: 7 · 2025: 15 · 2024: 12 · 2023: 23 · 2022: 17 · 2021: 23 · 2020: 19 · 2019: 16 · 2018: 20 · 2017: 12 · 2016: 25 · 2015: 20 · 2014: 40 · 2013: 28 · 2012: 25
- FWCI
- 46.99
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- MIS Quarterly (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
- Keywords
- online shopping, consumer trust, individualistic culture, collectivist culture, online bookstores, cross-cultural comparison, Australia, Hong Kong
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
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