Beyond Trust: Web Site Design Preferences Across Cultures

The growth of Internet shopping motivates a better understanding of how e-loyalty is built online between businesses and consumers. In this study, Web site design and culture are advanced as important to Web site trust, Web site satisfaction, and e-loyalty in online business relationships. Based on data collected in Canada, the U.S., Germany, and Japan, the research considers (1) examining within culture preferences for design elements of a local vs. a foreign Web site and subsequent participant perceptions of trust, satisfaction, and e-loyalty; and (2) comparisons between cultures for design preferences of local and foreign Web sites and subsequent participant perceptions of trust, satisfaction, and e-loyalty. As predicted, similarities were greatest among Americans, Canadians, and Germans, with the Japanese representing a different and unique case. The results are discussed against hypothesized expectations. Implications for future research are outlined.