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Should all firms adapt websites to international audiences?

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  • Bartikowski, Boris
  • Singh, Nitish

Abstract

The authors investigate the moderating roles of brand equity and purchasing risk in the relationships between website cultural congruity (WCC) and two dependent variables: attitude toward the website (AST) and trust in the e-vendor. An exploratory study identifies typical French website design elements (graphic design and layout factors) to use in a subsequent experimental study to manipulate WCC. The results reveal that the effect of WCC on AST increases when brand equity is weak; for trust, both brand equity and purchasing risk act as moderators. The interaction between brand equity and purchasing risk reveals that WCC only influences trust when brand equity is weak. Overall, the results suggest that strong brand equity outweighs the effects of WCC in terms of improving site attitudes and reducing purchasing risk, with notable managerial and research implications.

Suggested Citation

  • Bartikowski, Boris & Singh, Nitish, 2014. "Should all firms adapt websites to international audiences?," Journal of Business Research, Elsevier, vol. 67(3), pages 246-252.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:3:p:246-252
    DOI: 10.1016/j.jbusres.2013.05.010
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    Cited by:

    1. Bartikowski, Boris & Richard, Marie-Odile & Gierl, Heribert, 2023. "Fit or misfit of culture in marketing communication? Development of the culture-ladenness fit index," Journal of Business Research, Elsevier, vol. 167(C).
    2. Bartikowski, Boris & Gierl, Heribert & Richard, Marie-Odile, 2020. "Effects of ‘feeling right’ about website cultural congruency on regular and mobile websites," Journal of Business Research, Elsevier, vol. 121(C), pages 420-428.
    3. Dongwoo Ko & Yuri Seo & Sang-Uk Jung, 2015. "Examining the effect of cultural congruence, processing fluency, and uncertainty avoidance in online purchase decisions in the U.S. and Korea," Marketing Letters, Springer, vol. 26(3), pages 377-390, September.
    4. Spielmann, Nathalie, 2016. "Is it all or nothing? Testing schema congruity and typicality for products with country origin," Journal of Business Research, Elsevier, vol. 69(3), pages 1130-1137.
    5. Sundar, Aparna & Dinsmore, John B. & Paik, Sung-Hee Wendy & Kardes, Frank R., 2017. "Metaphorical communication, self-presentation, and consumer inference in service encounters," Journal of Business Research, Elsevier, vol. 72(C), pages 136-146.
    6. Bartikowski, Boris & Taieb, Besma & Chandon, Jean-Louis, 2016. "Targeting without alienating on the Internet: Ethnic minority and majority consumers," Journal of Business Research, Elsevier, vol. 69(3), pages 1082-1089.
    7. Bartikowski, Boris & Gierl, Heribert & Richard, Marie-Odile & Fastoso, Fernando, 2022. "Multiple mental categorizations of culture-laden website design," Journal of Business Research, Elsevier, vol. 141(C), pages 40-49.
    8. Evanschitzky, Heiner & Bartikowski, Boris & Baines, Tim & Blut, Markus & Brock, Christian & Kleinlercher, Kristina & Naik, Parikshit & Petit, Olivia & Rudolph, Thomas & Spence, Charles & Velasco, Carl, 2020. "Digital Disruption in Retailing and Beyond," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(4), pages 187-204.
    9. Cowan, Kirsten & Spielmann, Nathalie, 2020. "Culture is in the “I” of the beholder: Identity confirmation in tourist advertisements," Journal of Business Research, Elsevier, vol. 121(C), pages 378-388.

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