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Please use this identifier to cite or link to this item: http://hdl.handle.net/10481/34908

Title: The effect of culture and language on perceived risk online
Authors: Alcántara-Pilar, Juan Miguel
Barrio-García, Salvador del
Porcu, Lucía
Issue Date: 2012
Abstract: The present paper analyzes whether cultural values and language can influence the way in which information on a website is processed, in terms of perceived risk. An online experiment was conducted, using a sample comprising users from the United Kingdom and Spain. Participants were asked to browse a website relating to a fictitious tourist destination, with half the sample accessing the site in their mother tongue and the other half in their second language. The key findings show that Internet users’ perception of risk is moderated by the language used, with the degree of bilingualism being a key factor.
Keywords: Culture
Language
Risk
Hofstede, Geert
URI: http://hdl.handle.net/10481/34908
Citation: Alcántara-Pilar, J.M.; Barrio-García, S.; Porcu, L. The effect of culture and language on perceived risk online. In: Proceedings of the 11th International Conference on Research in Advertising (ICORIA) , June, 28-30, Stockholm, Sweden (2012). [http://hdl.handle.net/10481/34908]
Appears in Collections:ADEMAR - Comunicaciones Congresos, Conferencias...

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