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Sia, C. L., Lim, K. H., Leung, K., Lee, M. K., Huang, W. W., & Benbasat, I. (2009). Web strategies to promote internet shopping: is cultural-customization needed?. Mis Quarterly, 491-512.
Sia, Choon Ling, et al. "Web strategies to promote internet shopping: is cultural-customization needed?." Mis Quarterly (2009): 491-512.
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CL Sia, KH Lim, K Leung, MKO Lee, WW Huang… - Mis Quarterly, 2009 - JSTOR

Web strategies to promote internet shopping: is cultural-customization needed?.

Build and Broaden 3.0 AND Program Evaluation

Lee, Leung, Lim, Sia

GSID: hmwsvZ7wglQJ

Excerpt

Building consumer trust is important for new or unknown Internet businesses seeking to extend their customer reach globally. This study explores the question: Should website designers take into account the cultural characteristics of prospective customers to increase trust, given that different trust-building web strategies have different cost implications? In this study, we focused on two theoretically grounded practical web strategies of customer endorsement, which evokes unit grouping, and portal affiliation, which evokes reputation …

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