Cross-cultural comparison of the relationships among perceived risk online, perceived usability and satisfaction during browsing of a tourist website Alcántara Pilar, Juan Miguel Barrio García, Salvador Del Crespo-Almendros, Esmeralda Perceived risk online Perceived usability Satisfaction online Uncertainty avoidance Individualism Riesgo percibido Usabilidad percibida Satisfacción online Evasión de incertidumbre Individualismo The purpose of this paper is to empirically analyze the influence of culture on the relationships among perceived risk, perceived usability and satisfaction online, in two cultures: Spain (high uncertainty avoidance and low individualism) and the United Kingdom (low uncertainty avoidance and high individualism). The sample comprised 314 Internet users, 119 of whom were Spanish and 195 British. They were asked to browse the experimental website of a fictitious tourist destination. The findings indicated that there are significant differences between the direct influence of perceived risk on perceived usability and also the indirect relationship between perceived risk and satisfaction online during browsing of the tourist website, and that these differences are moderated by the uncertainty avoidance dimension. El propósito de este trabajo es analizar empíricamente la influencia de la cultura sobre la relación entre el riesgo percibido, la usabilidad y la satisfacción percibida online, entre dos culturas: España (Alto control de incertidumbre y bajo el individualismo) y del Reino Unido (Bajo control de incertidumbre y alto individualismo). La muestra estaba compuesta por 314 usuarios de Internet. De ellos, 119 eran españoles y 195 británicos. Se les pidió que navegar por un sitio web de un destino turístico ficticio. Los resultados indicaron que existen diferencias significativas entre la influencia directa del riesgo percibido en la usabilidad percibida y también la relación indirecta entre el riesgo percibido y la satisfacción en línea durante la navegación por la página web de turismo, y que estas diferencias estaban moderadas por la dimensión control de incertidumbre. 2015-03-17T09:48:20Z 2015-03-17T09:48:20Z 2015 info:eu-repo/semantics/article Alcántara-Pilar, J.M.; Barrio-García, S.; Crespo-Almendros, E. Cross-cultural comparison of the relationships among perceived risk online, perceived usability and satisfaction during browsing of a tourist website. Tourism and Management Studies, 11(1): 15-24 (2015). [http://hdl.handle.net/10481/35283] 2182-8466 http://hdl.handle.net/10481/35283 eng info:eu-repo/semantics/openAccess Universidade do Algarve