网站设计与文化外文文献翻译.pdf

南京航空航天大学金城学院 毕业设计（论文）外文文献翻译 系 部 艺术系 专 业 艺术设计 学生姓名 冯亚娟 学号 2009111319 指导教师 徐永顺 职称 讲师 2013 年 5 月 Website design and culture: the empirical investigation Dianne Cyr, Joe Ilsever, Carole Bonanni, and John Bowes Simon Fraser University cyr@sfu.ca; cbonanni@sfu.ca; ilsever@sfu.ca; bowes@sfu.ca Abstract Understanding website preferences across cultures is imperative to the development of customer loyalty in online environments. Based on an exploratory four nation study, this paper addresses differences in preference and perception of website design across cultures. Consideration is given to levels of trust and satisfaction that result from web design elements. In many instances the results are counterintuitive. The findings are evaluated concerning design and culture, as well the evolving role of “culture” in Web based environments. 1 Introduction Online purchasing is steadily increasing. It is estimated e-commerce in the United States will grow from $72 billion in 2002 to an estimated $217 billion by 2007 (Johnson et al., 2002) Building and maintaining customer loyalty in electronic marketplaces is an increasing imperative (Gommans et al. 2001; Grewal et al. 2003; Jarvenpaa et al. 1999; Jones, 2000; McKnight et al. 2002; Yoon, 2002). According to Anderson and Srinivasan (2003:124),“[C]ompeting business are only a mouse click away in e-commerce settings, so it is critical that companies understand how to build customer loyalty in online markets.” Design is central to the development of e-loyalty on the Web. As Chen and Dhillon (2003:310) note: 1 This research is part of a three year project titled “Managing E-Loyalty through Experience Design” generously funded by a S