Email was found to be a key culprit in the development of cultural misunderstandings among a diverse group of online users (Rainey, 2000). Stereotypes were found to interfere with online communication, and enhance the potential for cultural misunderstandings (Leidner, 1999). Navigation design, visual design, and information design had an effect on trust that varied among different cultures viewing a website (Cyr, 2008). This research suggests a need for culturally relevant web design, particularly in the area of retail sales. The buyer-seller network contains critical information that will help the consumer to establish trust with the retailer.

Hwa-Froelich & Vigil (2004) divide communication relationships into three basic types. Responsibility relationships are among those who are responsible for family members. This can be seen as a spectrum. On one end in the individual perspective and the other is the collective approach. In collective societies, directives are usually phrased as suggestions, rather than...
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