A Cross-Cultural Comparison of U.S. and Chinese Website Customers

Abstract

Website quality has been given much attention as of late. In particular the factors that impact a consumer's perception of website quality is of great interest. This paper takes a currently validated measure of business-to-consumer website quality (WebQual™) and applies it to Chinese Web users in order to study the cross-cultural differences and similarities of U.S. and Chinese customers. Several cultural differences between U.S. and Chinese customers are revealed.