Language as a cultural vessel in online servicescapes: Its impact on consumers' perceived risk, attitudes, and behavioural intentions

Globalisation and the broader use of the Internet have led both academia and professionals to dedicate a great deal of attention to the analysis of the cultural differences that exist within a market and between different markets. Language emerges as a relevant issue in current marketing and communication management environments, especially in online servicescape. Following this premise, the current paper examines the role of language as a vessel of cultural values, namely, individualism and uncertainty avoidance, and its impact on consumer's perceived risk, attitudes, and behavioural intentions in online servicescape. To address this objective, an experimental design was performed. The sample comprised 491 Internet users from 2 different national cultures (British and Spanish). Users were asked to browse an experimental website in their native or first language, whereas the other half of the sample browsed in their second language (British subjects browsing in Spanish and vice versa). The unique contribution of this study lies in demonstrating that online information processing is moderated by the language by which users elaborate information and their cultural values in terms of the dimensions of individualism and uncertainty avoidance. The findings provide valuable insights into the role of language in international marketing strategies, as well as in multicultural and cross-cultural integrated marketing communications. In this regard, marketers must acknowledge the symbolic cues of language and the competitive advantage that might derive from a strategic language choice to evoke emotions and forge attitudes that are consistent with brand and corporate values.