Cultural Differences in the Trust Perception of the Website
MASTER’S THESIS
CULTURAL DIFFERENCES IN TRUST PERCEPTIONS OF WEBSITES
Name: -Shakti L Karavadra
Student id: - M00286999 Module: - CMT 4141 Submission Date: - 24/ 09/2010
MSc Programme in Internet Application Development Supervised by: Dr Mark Springett
ABSTRACT
This paper investigates the issue of the cultural differences that are found in the trust perception of user because of their cultural influence. The method of card sorting was used to study the surface level design factors that influence the user trust perceptions towards e-banking websites (homepages). Two different groups of subjects also provided their perceptions of trust for the same sites. The criteria generated by both the subjects in the cards sort exercise were cross- referenced with each other to understand the cultural influence and cultural differences of the users trust perception for the same sites. The main aim of the study is to focus and investigate how intangible factors of interface designs, user cultural influence, has its effect on the user trust perceptions for the websites (e.g. banking). In this study I found two important results A) strong relations exist between intangible factors like- colour, graphics and user trust. B) Culture of an individual’s has a deep impact on user attitude towards trust perception, and cultural differences do exist in the trust perception of the users.
TABLE OF CONTENT 1 INTRODUCTION AND RESEARCH PROBLEM....................5 1.1 Introduction................................................................................5 1.2 Background................................................................................6 1.3.1 Theoretical Understanding of Trust........................................6 1.3.2.1 Definition of trust...........................................................6
CULTURAL DIFFERENCES IN TRUST PERCEPTIONS OF WEBSITES
Name: -Shakti L Karavadra
Student id: - M00286999 Module: - CMT 4141 Submission Date: - 24/ 09/2010
MSc Programme in Internet Application Development Supervised by: Dr Mark Springett
ABSTRACT
This paper investigates the issue of the cultural differences that are found in the trust perception of user because of their cultural influence. The method of card sorting was used to study the surface level design factors that influence the user trust perceptions towards e-banking websites (homepages). Two different groups of subjects also provided their perceptions of trust for the same sites. The criteria generated by both the subjects in the cards sort exercise were cross- referenced with each other to understand the cultural influence and cultural differences of the users trust perception for the same sites. The main aim of the study is to focus and investigate how intangible factors of interface designs, user cultural influence, has its effect on the user trust perceptions for the websites (e.g. banking). In this study I found two important results A) strong relations exist between intangible factors like- colour, graphics and user trust. B) Culture of an individual’s has a deep impact on user attitude towards trust perception, and cultural differences do exist in the trust perception of the users.
TABLE OF CONTENT 1 INTRODUCTION AND RESEARCH PROBLEM....................5 1.1 Introduction................................................................................5 1.2 Background................................................................................6 1.3.1 Theoretical Understanding of Trust........................................6 1.3.2.1 Definition of trust...........................................................6
References: 1. Bailey, .B P., Gurak, .L J., Konstan, .J A (2002), “Trust in Cyber Space”. 2. Bhattacherjee, A. (2002), Individual Trust in Online Firms: Scale Development and Initial Test 3. Checksin research (2000), “Trust in the wired Americans”. 4. Cheksin research Ecommerce Trust Study. A Joint Research Project by Cheskin Research and Studio Archetype/Sapient, 1999. 5. Chen, S. C., and Dhillon, G. S. Interpreting dimensions of consumer trust in e-commerce. Information Management and Technology, 4, 2003 6 7. Constantine, L.L (1995), Constantine on people ware. Englewood Cliffs, NJ: Yourdon Press. 8. David R., and Jason H., Aesthetics and credibility in website design. Information Processing and Management, 44(1)(2008) :386–399. 9. Dianne C., Carole B., Joe B., John B.,(2008)“Trust and design: A cross – cultural comparison.” 10 11. Egger, F.N. (1998) Increasing consumer’s trust in electronic commerce through human factors engineering. Unpublished Master of Science (ergonomics) thesis, University of London. 12. Egger, F. N. “Trust me, I 'm an online vendor”: Towards a model of trust for e-commerce system design. In CHI 2000: Extended abstracts of the SIGCHI conference on Human factors in computing systems. ACM Press, NewYork, NY, 2000, 101-102. 13. Eleni, M., Simon, H., Sean, .B, (2008), Visual complexity and aesthetic perception of web pages. 14. Evers, V., and Day, D. The role of culture in interface acceptance. In Howard, Hammond, and Lindgaard (eds).Human Computer Interaction, INTERACT ’97, London: Chapman and Hall, 1997. 17. Geissler, G.L., Zinkhan, G.M., and Watson, R.T. The influence of home page complexity on consumer attention, attitudes, and purchase intent. Journal of Advertising, 35, (2006), 2:69-80. 18. Giddens A. (1990). The consequences of Modernity. Stanford: Stanford University. 19. Goleman, D., 1996. Emotional intelligence why it can matter more thwn IQ, Bloombury, London. 20. Grabner-Krauter, S and Kaluscha, E. Empirical research inonline trust: a review and critical assessment, International Journal of Human-Computer Studies, 58, (2003), 783-812. 21. Hall, E.T. (1966). The hidden dimension. New York: Doubleday and Company. 22. Inglehart, R., Basanez, M., & Moreno, A. (1998). Human Values and Beliefs: A Cross-cultural Sourcebook. Ann Arbor, MI: University of Michigan Press. 23. Ito, Masao, & Nakakoji, Kumiyo (1996). Impact of culture on user interface design. In Del Galdo, Elisa, & Nielsen, Jakob (Eds.), International User Interface (pp. 105-126). New York: John Wiley & Sons. 24 25. Kelly, G. The Psychology of Personal Constructs. Norton and Co., Inc., USA, 1955. 26. Kim, J. (1997). Towards the construction of customer Interface for cyber shopping Malls-HCI research for electronic commerce. Electronic Markets, 7, 2, 12-15. 27. Kim, J. and Moon, J.Y. (1998),” Designing towards emotional usability in customer interface – trustworthiness of cyber banking system interfaces” . Interacting with computers, 10,1,1-29. 28. Kim, Y.H., & Son, J. (1998). Trust, cooperation and social risk: A cross-cultural comparison. Korean Journal, 38, (spring), 131-153. 29. Lewis, D. J., and Weigert, A. Trust as a social reality. Social Force’s 63, (1985), 967-85. 30. Linguard, G. (1999). Does emotional appeal determine perceived usability of websites? 31 32. Luke W., (2002), Site seeing: A visual approach to web usability, NY: Wiley Press 33 34. Nielsen Norman group (2000). Trust : Design guidelines for E-commerce user experience. 35. Nielsen, Jakob. (Ed). (1990). Designing user interfaces for international use. Amsterdam, Netherlands: Elsevier ltd. 36 37. Riegelsberger, J., Sasse, M. A., and McCarthy, J. Themechanics of trust: A framework for research and design. International Journal of Human-Computer Studies, 62, 3(2005), 381-422. 38. Riegelsberger, J., Sasse, M. A., and McCarthy, J. The researcher 's dilemma: Evaluating trust in computer mediated communications. International Journal of Human Computer Studies, 58 (2003), 759-781 39 40. Rousseau, D.M., Sitkin, S.M., Burt, R.S., and Camerer, C.Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23, 3, (1998), 393-404. 41. Rugg, G., and Mc George, P. The sorting techniques: A tutorial paper on card sorts, picture sorts and item sorts. Expert Systems, 14, 2 (1997), 80-93. 42. Shankar V., Sultan F., Urban G.(2002), “ Online Trust and E-business strategy : Concepts, Implication and Future Direction.” 43 44. Singh, S. N., and Dalaj, N.P. Web Home Pages as Advertisements. Communications of the ACM, 42, (1999), 8:91-99. 45. Shumila Y.Y., John G.P. and Gordon R.F. A proposed model of e-trust for electronic banking .Technovation, 23, 11 (2003), 847-860. 46 48. Wang, Y.D., and Emurian, H.H. An overview of online trust: Concepts, elements, and implications. Computers in Human Behaviour, 21, (2005):105-125. 49. Weber, E.U. & Hsee, C. (1998). Cross-cultural differences in risk perception, but cross cultural similarities in attitudes towards perceived risk. Management Science, 44, 1205-1217. 50. Yamagishi, T. and Yamagishi, J. Trust and commitment in the United States and Japan. Motivation and Emotion, 18, (1994), 129-165.