Does Culture Influence Web Site Quality Expectations?

The analysis reveals that two cultural dimensions (masculinity and long-term orientation) are associated with higher Web site quality expectations, which have important managerial implications for globalization of e-services.

Abstract

This article investigates the link between culture and Web site quality expectations. Web site quality is measured through a recently developed instrument (WEBQUAL), whereas culture is measured through Hofstede’s cultural dimensions. The analysis reveals that two cultural dimensions (masculinity and long-term orientation) are associated with higher Web site quality expectations. The findings have important managerial implications for globalization of e-services.