Does language matter? A cross-national comparison of the moderating effect of language on website information-processing

Abstract

The globalized nature of markets has provoked interest in whether cultural difference may affect how consumers process the information via websites. Language, as a vehicle for cultural values, is an important factor in their design and the messages they convey. The present study analyzes how language moderates the relationships between online perceived risk, perceived usability and satisfaction online. To fulfill the research aim, the work focuses on two languages that pertain to countries with markedly different cultural values. It employs a between-subjects experimental design, with the processing language (Spanish vs. English) as the independent variable. The study finds that online information-processing is moderated by the language in which users process information. It also demonstrates that firms can reduce the negative effect of perceived risk on perceived usability (and on satisfaction online) using the language known by the user that carries cultural values associated with a lower level of uncertainty avoidance.