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California State University, San Bernardino
Journal of International Technology and Information Management
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A Cross-Cultural Comparison Of U.S. And Chinese Website Customers, Eleanor T. Loiacono, Huiping Lin
A Cross-Cultural Comparison Of U.S. And Chinese Website Customers, Eleanor T. Loiacono, Huiping Lin
Journal of International Technology and Information Management
Website quality has been given much attention as of late. In particular the factors that impact a consumer’s perception of website quality is of great interest. This paper takes a currently validated measure of business-to-consumer website quality (WebQualTM) and applies it to Chinese Web users in order to study the cross-cultural differences and similarities of U.S. and Chinese customers. Several cultural differences between U.S. and Chinese customers are revealed.