Globalisation vs. localisation in e-commerce: Cultural-aware interaction design

Antonella De Angeli, Leantros Kyriakoullis

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

    Abstract

    Online shopping is the product of consumer assessment of the technological medium and the e-vendor. Previous research has evinced a number of interface features which are believed to be associated with trust building in e-commerce. In this paper we address issues of cross-cultural validity of these 'trust attributes' by comparing the relative importance given to them in two European nations (UK and Cyprus) which are characterized by different cultural values such as uncertainty avoidance (the way cultures deal with risk) and individualism/collectivism (the relative importance given to groups vs. individuals). A large-scale survey study suggested a strong cultural bias in the evaluation of trust attributes. The implications of these findings for interface design and localization are discussed. Copyright 2006 ACM.
    Original languageEnglish
    Title of host publicationProceedings of the Workshop on Advanced Visual Interfaces|Proc Workshop Adv Visual Interfaces
    Pages250-253
    Number of pages3
    Volume2006
    Publication statusPublished - 2006
    EventAVI '06 - Working Conference on Advanced Visual Interfaces 2006 - Venezia
    Duration: 1 Jul 2006 → …

    Conference

    ConferenceAVI '06 - Working Conference on Advanced Visual Interfaces 2006
    CityVenezia
    Period1/07/06 → …

    Keywords

    • Culture
    • On-line shopping
    • Trust

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