The effect of culture and language on perceived risk online

dc.contributor.author	Alcántara Pilar, Juan Miguel
dc.contributor.author	Barrio García, Salvador Del
dc.contributor.author	Porcu, Lucía
dc.date.accessioned	2015-02-23T07:40:21Z
dc.date.available	2015-02-23T07:40:21Z
dc.date.issued	2012
dc.identifier.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]	es_ES
dc.identifier.uri	http://hdl.handle.net/10481/34908
dc.description.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.	es_ES
dc.language.iso	eng	es_ES
dc.subject	Culture	es_ES
dc.subject	Language	es_ES
dc.subject	Risk	es_ES
dc.subject	Hofstede, Geert	es_ES
dc.title	The effect of culture and language on perceived risk online	es_ES
dc.type	conference output	es_ES
dc.rights.accessRights	open access	es_ES