In the preliminary phase of the project, a thorough review of the literature was conducted in the areas of trust on the Internet, culture and the Internet, and design. This resulted in building of early models for e-loyalty.


This model was later refined to include key independent variables leading to perception, satisfaction, and trust and ultimately to e-loyalty as seen in model titled the “E-loyalty and Culture Model”.



(Click on each model to enlarge)

Data was collected in Germany, Japan, Canada and the United States. In each country 30 participants completed a survey and were interviewed on site. In each country, the sample was comprised of a stratified sample of employees within Creo. In the case of Germany, there were insufficient numbers of employees at Creo, so additional participants were obtained from Siemens, also a high technology focused company.

Learn more about the survey instruments

During the period 2004-2005 there are three goals for further investigation. These include:

1. Large scale online survey – The initial survey will be further refined and sent to a large sample of Internet users in various countries.

2. Laboratory testing – Within the EC3 laboratory, participants will be tested using eye tracking and other equipment to determine website preferences across cultures.

3. Designing for mobility - The cultural background of a user or a group of users plays a key role in the adoption of mobile devices. Small screen devices such as PDAs or cell phones will be tested for preferences and appropriateness with diverse users.