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Abstract

Website quality is a critical part of online business. Knowing the factors that influence consumers’ perceptions of website quality allows businesses to more precisely attract and retain online consumers. In order to investigate the cultural similarities and differences between Mexican and US online consumer groups, we employed WebQual. The results of this research suggest that culture affects the consumer's evaluation of some of the web site quality dimensions when differences in corresponding cultural dimensions under study are also present. Of the five dimensions of web site quality, three were perceived similarly between US and Mexican consumers: usefulness, ease of use, and response time. The two web site quality dimensions that were perceived in a different manner between groups were entertainment and trust. In this article, the impact and implications of the results for future research are discussed.

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