The consequences to browse in spanish vs. english when developing loyalty towards a tourist destination on internet
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Published
18-09-2018
Juan Miguel Alcántara Pilar
Salvador Del Barrio García
Abstract
This work analyzes whether the cultural values of a language influence when processing information from a website and its effect on the perceived risk online, on the development of positive attitudes toward a Web site and loyalties on the service offered therein. We propose an information-processing model based on TAM in which perceived risk online is an antecedent and consumer loyalty towards the service is the ultimate outcome In order to achieve this objective and test the proposed hypotheses, a between-subjects experimental design was chosen, using one independent variable namely with two level: processing language (Spanish vs. English). The final sample comprised 264 Spanish users. Half the sample browsed in Spanish, and the other half in English. The results demonstrated that the cultural dimension 'uncertainty avoidance' moderates the effect of perceived risk on perceived ease of use and usefulness. Perceived ease of use or perceived usefulness influenced to attitude towards the website, depending on whether the language used to process the information on the site conveys cultural values with a shorter or longer-term orientation. Languages, as a cultural framework, didn´t moderate the relationship between attitude towards the website and loyalty towards the tourist destination.
How to Cite
Alcántara Pilar, J. M., & Del Barrio García, S. (2018). The consequences to browse in spanish vs. english when developing loyalty towards a tourist destination on internet. Cuadernos De Gestión, 17(1), 57–82. https://doi.org/10.5295/cdg.150528ja
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Keywords
Language, perceived risk, loyalty, tourism, cross-cultural study, culture
References
Alcántara-Pilar, J.M., Del Barrio-García, S. y Porcu, L., 2013. A cross-cultural analysis of the effect of language on perceived risk online. Computers in Human Behavior, 29 (3), 596-603.
Alcántara-Pilar, J.M. y Del Barrio-García, S., 2015. Antecedents of attitudes toward the website: the moderating role of long-term orientation and individualism. Cross Cultural Management: An International Journal, 22(3).
Alcántara-Pilar, J.M., Del Barrio-García, S. y Crespo-Almendros, E., 2015. Cross-cultural comparison of the relationships among perceived risk online, perceived usability and satisfaction during browsing of a tourist website. Tourism & Management Studies, 11(1), 15-24.
Bagozzi, R.P. y Yi, Y., 1988. On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16 (1), 74-94.
Chen, L., Gilleson, M.L. y Sherrell, D.L., 2002. Enticing online consumer: an expected technology acceptance perspective. Information & Management, 39, 705-719.
Castañeda García, J.A., Muñoz Leiva, F. y Luque, T., 2007. Web Acceptance Model (WAM): Moderating effects of user experiences. Information & Management, 44, 384-396.
Craig, C.S., y Douglas, S.P., 2011. Assessing cross-cultural marketing theory and research: A commentary essay. Journal of Business Research, 64, 625-627.
Dahlen, M., Friberg, L. y Trevino, L.K., 2009. Long live creative media choice. Journal of Advertising, 38 (2), 121-129.
Daft, R.L., Lengel R.H., y Trevino, L.K., 1987. The relationship among message equivocality, media selection manager performance. MIS Quarterly, 11 (3), 355-366.
Davis, F.D., Bagozzi, R.P. y Warshaw, P.R., 1989. User Acceptance of User Technology: A Comparison of Two Theorical Model. Management Science, 35, 982-1002.
De Mooij, M., 2011. Consumer Behavior and Culture. Consequences for Global Marketing and Advertising (3ª ed.): Thousand Oaks, CA: Sage Publications Inc.
De Mooij, M. y Hofstde, G., 2002. Convergence and divergence in consumer behavior: implications for international retailing. Journal of Retailing, 78, 61-69.
De Mooij, M. y Hofstede, G., 2011. Cross-cultural consumer behavior: A review of research findings. Journal of International Consumer Marketing, 23, 181-192
Dickson, M.W., Castaño, N., Magomaeva, A. y Den Hartog, D.N., 2012. Conceptualizing leadership across cultures. Journal of World Business. 47 (4), 483-492
Doney, P.M., Cannon, J.P. y Mullen, M.R., 1998. Understanding the influence of national culture on the development of trust. Academy of Management Review, 23, 601–620.
Engellen, A. y Brettel, M., 2011. Assessing cross-cultural marketing theory and research. Journal of Business Research, 64, 516-523.
Escandell Vidal, M.V., 2011. La pragmática. En “Invitación a la lingüística”, Escandell Vidal M.V. y Marrero Aguilar, V. (Ed.): Editorial Centro de Estudios Ramón Areces, S.A. – UNED, Madrid, 243-272.
Ford, G. y Kotzé, P., 2005. Designing usable interfaces with cultural dimensions, en Computer Science LNCS 3585, Human-Computer Interaction - INTERACT 2005, editado por M.F. Costabile and F. Paternó, Berlin: Springer, 713 - 726.
Ford, G. y Kotzé, P., 2006. Researching Culture and Usability – A conceptual Model of Usability. En People and Computer XIX – The bigger Picture. Eds. Tom McEwan, Jan Gulliksen y David Benyon, 317-333.
Fornell, C. y D.F. Larcker, 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50.
García del Junco, J., Dutschke, G. y Petrucci, M., 2008. The Hofstede model in the study of the impact of Sevilla Expo92. Revista de Turismo y Patrimonio Cultural, 6 (1), 27-36.
Hair, J.F., Anderson, R.E., Tatham, R.L. y William, C.B., 1995. Multivariate data analysis with readings. New Jersey: Prentice-Hall, Inc.
Hofstede, G., 2001. Culture’s consequences. Comparing values, behaviors, institutions and organizations across nations. 2nd ed. California: Sage Publications.
Kirkman, B.L., Lowe, K.B. y Gibson, C.B., 2006. A quarter century of Culture’s Consequences: a review of empirical research incorporating Hofstede’s cultural values framework. Journal of International Business Studies, 37, 285-320.
Kline, R.B., 2011. Principles and practice of structural equation modeling, 3ª ed. New York: The Guilford Press.
Koufaris, M., 2002. Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information Systems Research, 13 (2), 205-223.
Li, K.K., 2010. Thinking in Chinese vs. Thinking in English: Social Preference and Risk Attitudes of Multicultural Minds. Jena Economic Research Papers, 61, 1–74.
Li, X., Hess, T.J., McNab, A.L. y Yu, Y., 2009. Culture and acceptance of global web sites: a cross-country study of the effects of national cultural values on acceptance of a personal web portal. ACM SIGMIS (Special Interest Group on Management Information Systems, 40 (4), 49-74.
Lim, K.H., Leung, K., Sia, C.L., y Lee, M.K., 2004. Is eCommerce boundary-less? Effects of individualism-collectivism and uncertainty avoidance on Internet shopping. Journal of International Business Studies, 35, 545-559.
Lodge, C., 2007. The Impact of Culture on Usability: Designing Usable Products for the International User, En Usability and Internationalization, Part I, HCII 2007, coordinado por N. Aykin. Berlin Hidelberg: Springer-Verlag, 365-368.
Luna, D. y Peracchio, L.A., 2001. Moderators of Language Effects in Advertising to Bilinguals: A psycholinguistic Approach. Journal of Consumer Research, 28 (2), 284-295
Luna, D., Ringberg, T. y Peracchio, L.A., 2008. One Individual, Two Identities: Frame Switching among Biculturals. Journal of Consumer Research, 35 (2), 279-293.
Mao E., Srite M., Thatcher J.B. y Yaprak O., 2005. A research model for mobile pone service behaviors: empirical validation in the U.S. and Turkey. Journal of Global Information Technology Management, 8 (4), 7–28.
Marian V. y Kaushankaya M., 2004. Self-construal and emotion in bicultural bilinguals. Journal of Memory and Language, 51 (2), 190–201.
Martínez López, F.J., Tamayo Torres, I. y Gutiérrez Gutiérrez, L.J., 2008. El papel de internet en la convergencia cultural: un análisis teórico basado en la aproximación constructivista dinámica desde la perspectiva de las interacciones online de los consumidores, Cuadernos de Gestión, 8 (1), 25-38
McCoy, S., Everard, A. y Jones, BH., 2005. An examination of the technology acceptance model in Uruguay and the U.S.: A focus on culture. Journal of Global Information Technology Management, 8 (2), 27-45.
Nelson, M.R., Yaros, R.A. y Kerum, H., 2006. Examining the influence of telepresence on spectator and player processing of real and fictitious brands in a computer game. Journal of Advertising, 35 (4), 87-99.
Okazaki, S., 2004. Do multinationals standardize or localize? The cross-cultural dimensionality of product-based Web sites. Internet Research, 14 (1), 81 – 94.
Okazaki, S. y Mueller, B., 2007. Cross-cultural advertising research: where we have been and where we need to go. International Marketing Review, 24 (5), 449-518.
Puntoni S., Langhe B., Stijn M. y Van Osselaer, J., 2009. Bilingualism and the Emotional Intensity of Advertising Language. Journal of Consumer Research, 35 (6), 1012-1025.
Rousseau, D.M., Sitkin, S.B., Burt, R.S. y Camerer, C., 1998. Not so different after all: a cross-discipline view of trust. The Academy of Management Review, 23 (3), 393–404.
Satorra, A. y Bentler, P. M., 1986. Some robustness properties of goodness of fit statistics in covariance structure analysis. Proceedings of the Business and Economic Statistics Section, 549-554, Alexandria, VA: American Statistical Association.
Short, J., Williams E. y Christie, B., 1976. The Social Psychology of Telecommunications, London: Wiley.
Singh, N., 2002. From Cultural Models to Cultural Categories: A Framework for Cultural Analysis. Advances in Consumer Research, 29, 239-240
Soares, A.M., Farhangmehr, M. y Shoham, A., 2007. Hofstede’s dimensions of culture in international marketing studies. Journal of Business Research, 60, 277–284.
Taras, V., Steel, P. y Kirkman, B.L., 2012. Improving national cultural indices using a longitudinal meta-analysis of Hofstede’s dimensions. Journal of World Business, 47 (3), 329-341.
Tavassoli, N.T., 2002. Language and Flexibility. Advances in Consumer Research, 29, 185-187.
Van Everdingen Y. y Waarts E., 2003. The effect of national culture on the adoption of innovations. Marketing Letters, 14 (3), 217–32.
Venkatesh, V. y Davis, F.D., 1996. A model of the antecedents of perceived ease of use: Development and test. Decision Sci., 27(3), 451–481.
Venkatesh, V. y Davis, F.D., 2000. A Theorical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46 (2), 186 – 204.
Wakefield, R.L. y Whitten, D., 2006. Examining user perceptions of third-party organization credibility and trust in an e-relatier. Journal of Organizational and end user computing, 8 (2), 1-19.
Whorf, B.L., 1956. Language, thought and reality: Selected writings of Benjamin Lee
Whorf. J. B. Carroll (Eds.), Cambridge, MA: The MIT Press.
Wong, R.Y. y Hong, Y., 2005. Dynamic influences of culture on cooperation in the prisoner’s dilemma. Psychological Science, 16 (6), 429-434.
Yong, L.A., 2004. Modelo de Aceptación de la Tecnología (TAM) para determinar los efectos de las dimensiones de la cultura nacional en la aceptación de las TIC. Revista Internacional de Ciencias Sociales y Humanidades, 14 (1), 131-171.
Zeithaml, V.A., Berry, L.L. y Parasuraman, S., 1996. The behavioral of service quality. Journal of Marketing, 60 (2), 31-46.
Zhang, J., Beatty, S.E. y Walsh, G., 2005. Cross-cultural services research: a review of the literature and future research directions. En Huff L. y Smith S.M. (eds): Proceeding of 10th Cross Cultural Research Conference, diciembre, Puerto Rico, 11-14.
Alcántara-Pilar, J.M. y Del Barrio-García, S., 2015. Antecedents of attitudes toward the website: the moderating role of long-term orientation and individualism. Cross Cultural Management: An International Journal, 22(3).
Alcántara-Pilar, J.M., Del Barrio-García, S. y Crespo-Almendros, E., 2015. Cross-cultural comparison of the relationships among perceived risk online, perceived usability and satisfaction during browsing of a tourist website. Tourism & Management Studies, 11(1), 15-24.
Bagozzi, R.P. y Yi, Y., 1988. On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16 (1), 74-94.
Chen, L., Gilleson, M.L. y Sherrell, D.L., 2002. Enticing online consumer: an expected technology acceptance perspective. Information & Management, 39, 705-719.
Castañeda García, J.A., Muñoz Leiva, F. y Luque, T., 2007. Web Acceptance Model (WAM): Moderating effects of user experiences. Information & Management, 44, 384-396.
Craig, C.S., y Douglas, S.P., 2011. Assessing cross-cultural marketing theory and research: A commentary essay. Journal of Business Research, 64, 625-627.
Dahlen, M., Friberg, L. y Trevino, L.K., 2009. Long live creative media choice. Journal of Advertising, 38 (2), 121-129.
Daft, R.L., Lengel R.H., y Trevino, L.K., 1987. The relationship among message equivocality, media selection manager performance. MIS Quarterly, 11 (3), 355-366.
Davis, F.D., Bagozzi, R.P. y Warshaw, P.R., 1989. User Acceptance of User Technology: A Comparison of Two Theorical Model. Management Science, 35, 982-1002.
De Mooij, M., 2011. Consumer Behavior and Culture. Consequences for Global Marketing and Advertising (3ª ed.): Thousand Oaks, CA: Sage Publications Inc.
De Mooij, M. y Hofstde, G., 2002. Convergence and divergence in consumer behavior: implications for international retailing. Journal of Retailing, 78, 61-69.
De Mooij, M. y Hofstede, G., 2011. Cross-cultural consumer behavior: A review of research findings. Journal of International Consumer Marketing, 23, 181-192
Dickson, M.W., Castaño, N., Magomaeva, A. y Den Hartog, D.N., 2012. Conceptualizing leadership across cultures. Journal of World Business. 47 (4), 483-492
Doney, P.M., Cannon, J.P. y Mullen, M.R., 1998. Understanding the influence of national culture on the development of trust. Academy of Management Review, 23, 601–620.
Engellen, A. y Brettel, M., 2011. Assessing cross-cultural marketing theory and research. Journal of Business Research, 64, 516-523.
Escandell Vidal, M.V., 2011. La pragmática. En “Invitación a la lingüística”, Escandell Vidal M.V. y Marrero Aguilar, V. (Ed.): Editorial Centro de Estudios Ramón Areces, S.A. – UNED, Madrid, 243-272.
Ford, G. y Kotzé, P., 2005. Designing usable interfaces with cultural dimensions, en Computer Science LNCS 3585, Human-Computer Interaction - INTERACT 2005, editado por M.F. Costabile and F. Paternó, Berlin: Springer, 713 - 726.
Ford, G. y Kotzé, P., 2006. Researching Culture and Usability – A conceptual Model of Usability. En People and Computer XIX – The bigger Picture. Eds. Tom McEwan, Jan Gulliksen y David Benyon, 317-333.
Fornell, C. y D.F. Larcker, 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50.
García del Junco, J., Dutschke, G. y Petrucci, M., 2008. The Hofstede model in the study of the impact of Sevilla Expo92. Revista de Turismo y Patrimonio Cultural, 6 (1), 27-36.
Hair, J.F., Anderson, R.E., Tatham, R.L. y William, C.B., 1995. Multivariate data analysis with readings. New Jersey: Prentice-Hall, Inc.
Hofstede, G., 2001. Culture’s consequences. Comparing values, behaviors, institutions and organizations across nations. 2nd ed. California: Sage Publications.
Kirkman, B.L., Lowe, K.B. y Gibson, C.B., 2006. A quarter century of Culture’s Consequences: a review of empirical research incorporating Hofstede’s cultural values framework. Journal of International Business Studies, 37, 285-320.
Kline, R.B., 2011. Principles and practice of structural equation modeling, 3ª ed. New York: The Guilford Press.
Koufaris, M., 2002. Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information Systems Research, 13 (2), 205-223.
Li, K.K., 2010. Thinking in Chinese vs. Thinking in English: Social Preference and Risk Attitudes of Multicultural Minds. Jena Economic Research Papers, 61, 1–74.
Li, X., Hess, T.J., McNab, A.L. y Yu, Y., 2009. Culture and acceptance of global web sites: a cross-country study of the effects of national cultural values on acceptance of a personal web portal. ACM SIGMIS (Special Interest Group on Management Information Systems, 40 (4), 49-74.
Lim, K.H., Leung, K., Sia, C.L., y Lee, M.K., 2004. Is eCommerce boundary-less? Effects of individualism-collectivism and uncertainty avoidance on Internet shopping. Journal of International Business Studies, 35, 545-559.
Lodge, C., 2007. The Impact of Culture on Usability: Designing Usable Products for the International User, En Usability and Internationalization, Part I, HCII 2007, coordinado por N. Aykin. Berlin Hidelberg: Springer-Verlag, 365-368.
Luna, D. y Peracchio, L.A., 2001. Moderators of Language Effects in Advertising to Bilinguals: A psycholinguistic Approach. Journal of Consumer Research, 28 (2), 284-295
Luna, D., Ringberg, T. y Peracchio, L.A., 2008. One Individual, Two Identities: Frame Switching among Biculturals. Journal of Consumer Research, 35 (2), 279-293.
Mao E., Srite M., Thatcher J.B. y Yaprak O., 2005. A research model for mobile pone service behaviors: empirical validation in the U.S. and Turkey. Journal of Global Information Technology Management, 8 (4), 7–28.
Marian V. y Kaushankaya M., 2004. Self-construal and emotion in bicultural bilinguals. Journal of Memory and Language, 51 (2), 190–201.
Martínez López, F.J., Tamayo Torres, I. y Gutiérrez Gutiérrez, L.J., 2008. El papel de internet en la convergencia cultural: un análisis teórico basado en la aproximación constructivista dinámica desde la perspectiva de las interacciones online de los consumidores, Cuadernos de Gestión, 8 (1), 25-38
McCoy, S., Everard, A. y Jones, BH., 2005. An examination of the technology acceptance model in Uruguay and the U.S.: A focus on culture. Journal of Global Information Technology Management, 8 (2), 27-45.
Nelson, M.R., Yaros, R.A. y Kerum, H., 2006. Examining the influence of telepresence on spectator and player processing of real and fictitious brands in a computer game. Journal of Advertising, 35 (4), 87-99.
Okazaki, S., 2004. Do multinationals standardize or localize? The cross-cultural dimensionality of product-based Web sites. Internet Research, 14 (1), 81 – 94.
Okazaki, S. y Mueller, B., 2007. Cross-cultural advertising research: where we have been and where we need to go. International Marketing Review, 24 (5), 449-518.
Puntoni S., Langhe B., Stijn M. y Van Osselaer, J., 2009. Bilingualism and the Emotional Intensity of Advertising Language. Journal of Consumer Research, 35 (6), 1012-1025.
Rousseau, D.M., Sitkin, S.B., Burt, R.S. y Camerer, C., 1998. Not so different after all: a cross-discipline view of trust. The Academy of Management Review, 23 (3), 393–404.
Satorra, A. y Bentler, P. M., 1986. Some robustness properties of goodness of fit statistics in covariance structure analysis. Proceedings of the Business and Economic Statistics Section, 549-554, Alexandria, VA: American Statistical Association.
Short, J., Williams E. y Christie, B., 1976. The Social Psychology of Telecommunications, London: Wiley.
Singh, N., 2002. From Cultural Models to Cultural Categories: A Framework for Cultural Analysis. Advances in Consumer Research, 29, 239-240
Soares, A.M., Farhangmehr, M. y Shoham, A., 2007. Hofstede’s dimensions of culture in international marketing studies. Journal of Business Research, 60, 277–284.
Taras, V., Steel, P. y Kirkman, B.L., 2012. Improving national cultural indices using a longitudinal meta-analysis of Hofstede’s dimensions. Journal of World Business, 47 (3), 329-341.
Tavassoli, N.T., 2002. Language and Flexibility. Advances in Consumer Research, 29, 185-187.
Van Everdingen Y. y Waarts E., 2003. The effect of national culture on the adoption of innovations. Marketing Letters, 14 (3), 217–32.
Venkatesh, V. y Davis, F.D., 1996. A model of the antecedents of perceived ease of use: Development and test. Decision Sci., 27(3), 451–481.
Venkatesh, V. y Davis, F.D., 2000. A Theorical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46 (2), 186 – 204.
Wakefield, R.L. y Whitten, D., 2006. Examining user perceptions of third-party organization credibility and trust in an e-relatier. Journal of Organizational and end user computing, 8 (2), 1-19.
Whorf, B.L., 1956. Language, thought and reality: Selected writings of Benjamin Lee
Whorf. J. B. Carroll (Eds.), Cambridge, MA: The MIT Press.
Wong, R.Y. y Hong, Y., 2005. Dynamic influences of culture on cooperation in the prisoner’s dilemma. Psychological Science, 16 (6), 429-434.
Yong, L.A., 2004. Modelo de Aceptación de la Tecnología (TAM) para determinar los efectos de las dimensiones de la cultura nacional en la aceptación de las TIC. Revista Internacional de Ciencias Sociales y Humanidades, 14 (1), 131-171.
Zeithaml, V.A., Berry, L.L. y Parasuraman, S., 1996. The behavioral of service quality. Journal of Marketing, 60 (2), 31-46.
Zhang, J., Beatty, S.E. y Walsh, G., 2005. Cross-cultural services research: a review of the literature and future research directions. En Huff L. y Smith S.M. (eds): Proceeding of 10th Cross Cultural Research Conference, diciembre, Puerto Rico, 11-14.
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