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Culture, Trust and Methods Dianne Cyr, Simon Fraser University CSCW Workshop, Banff November 4 th, 2006.

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Presentation on theme: "Culture, Trust and Methods Dianne Cyr, Simon Fraser University CSCW Workshop, Banff November 4 th, 2006."— Presentation transcript:

1 Culture, Trust and Methods Dianne Cyr, Simon Fraser University CSCW Workshop, Banff November 4 th, 2006

2 Key Topics  Does trust differ across cultures?  Does localization of websites matter?  What are methods for unraveling trust?

3 Culture and Website Trust  Cheskin (2000) examined online consumer behavior for U.S., Brazilian, and Latin American consumers; Latin Americans and Brazilians (high uncertainty avoidance cultures) indicated presence of credit card symbols on websites more important than for Americans  Simon (2001) found differences in trust for websites between Asians, Europeans, and North Americans  Cyr et al. (2004, 2005, 2006) examined trust and website design across cultures using different methodologies

4 Attitudes related to Trust

5 Between Country Differences Mean Values

6 Comparisons for Trust T-tests (between countries)

7 Participant Survey Note: Items answered by each participant for both the local and foreign Samsung site. Loy2: I would consider purchasing from this website in the future. Loy1: I would visit this website again. LOYALTY Sat3: Using this site/service is satisfactory overall. Sat2: This website satisfies my particular needs well. Sat1: The website completely fulfills my needs and expectations. SATISFACTION Trust3: I can trust the information presented on the website. Trust2: The website is credible to me. Trust1: I can trust the online vendor. TRUST Design9: Site product availability and product variety are well explained. Design8: All product options, product attributes and product information are well designed and presented. Design7: The organization, sequencing and overall arrangements of the site are understandable and easy to use. Design6: The website can be easily navigated. Design5: The screen design on the website (i.e. colors, boxes, menus, navigation tools etc.) is harmonious and well presented. Design4: The product information provided on the website is presented consistently and logically. Design3: The website looks professionally designed and well presented. Design2: I can easily recognize and find where product information is located. Design1: The user menus are clearly categorized and are well laid out on the screen. WEBSITE DESIGN

8 PLS Graph – Local Website

9 Mean values for website satisfaction, trust, and e-loyalty (India) 3.502.72**E-loyalty 3.853.43**Trust 3.522.94**Satisfaction LOCAL MEANFOREIGN MEANCONSTRUCT * p<.05 ** p<.001

10 Results: Mean Values of Affective Website Characteristics (India) 2.132.46***Comfortable-Uncomfortable 3.443.07***Boring-Stimulating # 3.953.67***Unreliable-Reliable # 2.272.71***Interesting-Boring 2.022.17*Accurate-Inaccurate 2.562.72**Warm-Cold 3.913.68***Meaningless-Meaningful # 2.732.99***Sensitive-Insensitive 2.242.55***Friendly-Unfriendly 2.092.36***Logical-Illogical 2.993.35***Emotional-Unemotional 3.813.73Ugly-Pretty # 2.101.98Fast-Slow 1.862.08**Professional-Amateur 2.202.61***Successful-Unsuccessful FOREIGN MEAN LOCAL MEANWEBSITE CHARACTERISTICS * p<.10 ** p<.05 *** p<.001 # indicates items that are reversed

11 Human Images and Trust

12 Survey Results  Conditions: human images with facial features, human images but no facial features, no human images  No significant differences for trust between 3 image conditions, but differences for image appeal and social presence (condition with faces perceived most positively)

13 Eye-tracking System

14 Sample Eye-tracking Data

15

16 Average # Fixations on Images

17 Viewing Time Across Cultures

18 Interview Analysis (Atlas.ti)  Interview data coded using 2 methods:  in vivo (using the participants exact words as the basis for a code)  open coding (using arbitrary labels to code the data)  Categories then developed to identify relationships between codes, followed by the creation of more theoretical entities or concepts  Concepts emerged: Aesthetics, Symbolism, Affective Property, Functional Property with between country differences (Table 3)  Human image condition - Canadians focused on aesthetics; Germans on functional properties and symbolism (community aspects); and Japanese on affective and symbolism

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