Does Culture Influence Web Site Quality Expectations?
- 1 November 2002
- journal article
- Published by SAGE Publications in Journal of Service Research
- Vol. 5 (2) , 101-112
- https://doi.org/10.1177/109467002237490
Abstract
This article investigates the link between culture and Web site quality expectations. Web site quality is measured through a recently developed instrument (WEBQUAL), whereas culture is measured through Hofstede’s cultural dimensions. The analysis reveals that two cultural dimensions (masculinity and long-term orientation) are associated with higher Web site quality expectations. The findings have important managerial implications for globalization of e-services.Keywords
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