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...