Cross-cultural comparison of the relationships among perceived risk online, perceived usability and satisfaction during browsing of a tourist website
The purpose of this paper is to empirically analyze the influence of culture on the relationships among perceived risk, perceived usability and satisfaction online, in two cultures: Spain (high uncertainty avoidance and low individualism) and the United Kingdom (low uncertainty avoidance and hig...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2015-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/753/1303 |
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| Summary: | The purpose of this paper is to empirically analyze the influence of
culture on the relationships among perceived risk, perceived
usability and satisfaction online, in two cultures: Spain (high
uncertainty avoidance and low individualism) and the United
Kingdom (low uncertainty avoidance and high individualism). The
sample comprised 314 Internet users, 119 of whom were Spanish
and 195 British. They were asked to browse the experimental
website of a fictitious tourist destination. The findings indicated
that there are significant differences between the direct influence
of perceived risk on perceived usability and also the indirect
relationship between perceived risk and satisfaction online during
browsing of the tourist website, and that these differences are
moderated by the uncertainty avoidance dimension. |
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| ISSN: | 2182-8466 |