A cross-cultural analysis of the effect of language on perceived risk online

This paper investigates whether perceived risk online is affected by the language in which a user browses a given website. In order to achieve this objective and test the proposed hypotheses, a 2 × 2 between-subjects experimental design was chosen, using two independent variables with two levels each, namely: culture (Spanish vs. British) and processing language (Spanish vs. English). The final sample comprised 491 individuals (264 Spanish and 227 British). Half the sample browsed in their mother tongue, and the other half in a second language. The results showed that Spanish users perceive less risk when browsing in English than in Spanish, while for the British there was no difference, in terms of perceived risk, between browsing in Spanish or English. Another interesting finding is the moderating effect of message involvement on the processing of information from the website, and thus its effect on the user’s perception of risk.

• We demonstrate language can be used as an additional tool in website design.
• Translation of a site’s content can heighten or reduce the risk perceived online.
• Language and bilingualism degree moderate web site information-processing.
• Message involvement moderates the processing of information from the website.