Los efectos del lenguaje como referente cultural sobre el riesgo percibido online y la aceptación de un sitio web

Abstract

This work analyzes whether the cultural values of a language influence when processing information from a website and its effect on the perceived risk online, on the development of positive attitudes toward a Web site and loyalties on the service offered therein. In order to achieve this objective and test the proposed hypotheses, a between-subjects experimental design was chosen, using one independent variable namely with two level: processing language (Spanish vs. English). The final sample comprised 264 Spanish users. Half the sample browsed in Spanish, and the other half in English. The findings show the moderating effect of the language and its cultural values on the perceived risk online and on the attitudes toward a Web site.