Cultural Differences in the Trust Perception of the Website

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  • Topic: Web design, Graphic design, User interface design
  • Pages : 43 (14797 words )
  • Download(s) : 208
  • Published : November 16, 2010
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MASTER’S THESIS

CULTURAL DIFFERENCES IN TRUST PERCEPTIONS OF WEBSITES

Name: -Shakti L Karavadra
Student id: - M00286999
Module: - CMT 4141
Submission Date: - 24/ 09/2010

MSc Programme in Internet Application Development Supervised by: Dr Mark Springett

ABSTRACT
This paper investigates the issue of the cultural differences that are found in the trust perception of user because of their cultural influence. The method of card sorting was used to study the surface level design factors that influence the user trust perceptions towards e-banking websites (homepages). Two different groups of subjects also provided their perceptions of trust for the same sites. The criteria generated by both the subjects in the cards sort exercise were cross- referenced with each other to understand the cultural influence and cultural differences of the users trust perception for the same sites. The main aim of the study is to focus and investigate how intangible factors of interface designs, user cultural influence, has its effect on the user trust perceptions for the websites (e.g. banking). In this study I found two important results A) strong relations exist between intangible factors like- colour, graphics and user trust. B) Culture of an individual’s has a deep impact on user attitude towards trust perception, and cultural differences do exist in the trust perception of the users.

TABLE OF CONTENT
1 INTRODUCTION AND RESEARCH PROBLEM....................5 1.1 Introduction................................................................................5 1.2 Background................................................................................6 1.3.1 Theoretical Understanding of Trust........................................6 1.3.2.1 Definition of trust...........................................................6 1.3.2.2 Trust characteristics........................................................7 1.3.2 Type of trust...........................................................................8 1.3.3 Initial trust and surface cues....................................................8 1.3.4 Building trust...........................................................................9 1.3.5 Factors Influencing trust..........................................................9 1.3 Consideration of culture..............................................................10 1.4.6 Trust and culture......................................................................11 1.4.7 Culture and Web elements.......................................................12 1.4.8.3 Culture and Overall Presentation.....................................13 1.4.8.4 Culture and colour............................................................13 1.4.8.5 Culture navigation and images.........................................13 1.4 Importance of user Interface design.............................................14 1.5.8 User interface design and user trust..........................................15 1.5 Research Problem........................................................................16 1 LITERATURE REVIEW ................................................................16 2.6 User trust and interface design.....................................................16 2.7 Trust Model for E-commerce.......................................................17 2.8.9 Interface properties....................................................................17 2 FRAME OF REFERENCE .............................................................18 3.8 Research Question........................................................................19 3.9 Emerged Frame of...
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