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Dianne Cyr

Professor, Management and Information Systems / Management and Organization Studies / Innovation and Entrepreneurship


Room: SUR 5056

Phone: 778.782.7416


Curriculum Vitae: View


B.A. (U.Victoria), M.A. (U.New Brunswick), Ph.D. (UBC)


After working for several years in the field of clinical psychology, Dr. Dianne Cyr earned a Ph.D. in 1993 from the University of British Columbia. She joined Simon Fraser University as an Adjunct Professor in 1994, during which time she also operated a consulting company. In 1998 she was recruited to TechBC as a founding faculty member, leading the development of the Management and Technology program. Today Dr. Cyr is Professor of Management Information Systems at the Beedie School of Business. Her research is focused on the design of websites and explores how design elements result in user trust, satisfaction, and loyalty. Unique elements of this research concern how design preferences differ across cultures or related to gender. She has received a number of awards for her publications including Best MISQ paper for 2009 and IS Senior Scholars Best Paper for 2009 (across all IS journals). Dr. Cyr was formerly the Academic Chair of the Surrey MBA, and the Academic Director for the Business Technology Management (BTM) Program.

Research Interests

Since 2000, Dr. Cyr has led a research program investigating the impact of website design on trust, satisfaction, and e-loyalty in an e-commerce context. Unique aspects of this research explore between culture differences and differences with respect to gender.

Selected Publications

articles and reports

Kaushik, K., Mishra, A., & Cyr, D. (2023). 'Riding out the pandemic': The role of brand message appeals on social media in shaping consumer responses. Journal of Business Research, 155.

Liu, F., Lim, E. T., Li, H., Tan, C. W., & Cyr, D. (2020). Disentangling utilitarian and hedonic consumption behavior in online shopping: An expectation disconfirmation perspective. Information and Management, 57(3).

Chaouali, W., Lunardo, R., Ben Yahia, I., Cyr, D., & Triki, A. (2020). Design aesthetics as drivers of value in mobile banking: does customer happiness matter? International Journal of Bank Marketing, 38(1), 219-241.

Das, S., Mishra, A., & Cyr, D. (2019). Opportunity gone in a flash: Measurement of e-commerce service failure and justice with recovery as a source of e-loyalty. Decision Support Systems, 125.

Cyr, D., Head, M., Lim, E., & Stibe, A. (2018). Using the elaboration likelihood model to examine online persuasion through website design. Information and Management, 55(7), 807-821.

Cyr, D., Gefen, D., & Walczuch, R. (2017). Exploring the relative impact of biological sex and masculinity–femininity values on information technology use. Behaviour and Information Technology, 36(2), 178-193.

Crutzen, R., Cyr, D., Taylor, S. E., Lim, E., & Ruiter, R. A. (2017). Self-reevaluation and anticipated regret did not change attitude, nor perceived distance in an online context. Frontiers in Psychology.

Mishra, A., Dash, S., Malhotra, N., & Cyr, D. (2015). Measuring consumer design perceptions for digital devices: A multi-dimensional scale. Journal of Brand Management, 22(7), 603-630.

Cyr, D. (2014). Return visits: A review of how web site design can engender visitor loyalty. Journal of Information Technology, 29(1), 1-26.

Mishra, A., Dash, S. B., & Cyr, D. (2014). Linking user experience and consumer-based brand equity: The moderating role of consumer expertise and lifestyle. Journal of Product and Brand Management, 23(4-5), 333-348.

Ivanov, A., & Cyr, D. (2014). Satisfaction with outcome and process from web-based meetings for idea generation and selection: The roles of instrumentality, enjoyment, and interface design. Telematics and Informatics, 31(4), 543-558.

Mishra, A., Dash, S., & Cyr, D. (2014). Consumer-based brand equity derived from visual design perception of interactive devices. International Journal of Visual Design, 8(1), 1-16.

Cyr, D. (2013). Website design, trust and culture: An eight country investigation. Electronic Commerce Research and Applications, 12(6), 373-385.

Cyr, D., & Head, M. (2013). The impact of task framing and viewing timing on user website perceptions and viewing behavior. International Journal of Human Computer Studies, 71(12), 1089-1102.

Cyr, D., & Head, M. (2013). Website design in an international context: The role of gender in masculine versus feminine oriented countries. Computers in Human Behavior, 29(4), 1358-1367.

Crutzen, R., Cyr, D., Larios, H., Ruiter, R. A., & de Vries, N. K. (2013). Social Presence and Use of Internet-Delivered Interventions: A Multi-Method Approach. PLoS ONE, 8(2).

Crutzen, R., Cyr, D., & De Vries, N. K. (2012). The role of user control in adherence to and knowledge gained from a website: Randomized comparison between a tunneled version and a freedom-of-choice version. Journal of Medical Internet Research, 14(2), 75-84.

Lim, E. T., Tan, C. W., Cyr, D., Pan, S. L., & Xiao, B. (2012). Advancing public trust relationships in electronic government: The Singapore E-Filing journey. Information Systems Research, 23(4), 1110-1130.

Ganguly, B., Dash, S. B., & Cyr, D. (2011). The interrelationship of personal variables, website characteristics and trust in online travel portals. Tourism Recreation Research, 36(1), 57-68.

Crutzen, R., Cyr, D., & De Vries, N. K. (2011). Bringing loyalty to e-health: Theory validation using three internet-delivered interventions. Journal of Medical Internet Research, 13(3).

Ganguly, B., Cyr, D., Dash, S. B., & Head, M. (2010). The effects of website design on purchase intention in online shopping: The mediating role of trust and the moderating role of culture. International Journal of Electronic Business, 8(4), 302-330.

Campbell, C., Papania, L., Parent, M., & Cyr, D. (2010). An exploratory study into brand alignment in B2B relationships. Industrial Marketing Management, 39(5), 712-720.

Cyr, D., Head, M., & Larios, H. (2010). Colour appeal in website design within and across cultures: A multi-method evaluation. International Journal of Human Computer Studies, 68(1-2), 1-21.

Cyr, D., Head, M., & Ivanov, A. (2009). Perceived interactivity leading to e-loyalty: Development of a model for cognitive-affective user responses. International Journal of Human Computer Studies, 67(10), 850-869.

Ganguly, B., Dash, S. B., & Cyr, D. (2009). Website characteristics, trust and purchase intention in online stores: An empirical study in the Indian context. Journal of Information Science & Technology, 6(2), 22-44.

Ganguly, B., Dash, S. B., & Cyr, D. (2009). Website characteristics, trust, and purchase intention in online stores: An empirical study in the Indian context. Journal of Information Science & Technology, 6(2), 22-44.

Cyr, D., Head, M., Larios, H., & Pan, B. (2009). Exploring human images in website design: A multi-method approach. MIS Quarterly, 33(3), 539-566.

Berthon, P., Pitt, L., Cyr, D., & Campbell, C. (2008). E-readiness and trust: Macro and micro dualities for e-commerce in a global environment. International Marketing Review, 25(6), 700-714.

Cyr, D., Kindra, G. S., & Dash, S. (2008). Web site design, trust, satisfaction and e-loyalty: The Indian experience. Online Information Review, 32(6), 773-790.

Cyr, D. (2008). Modeling web site design across cultures: Relationships to trust, satisfaction, and E-Loyalty. Journal of Management Information Systems, 24(4), 47-72.

Cyr, D., Hassanein, K., Head, M., & Ivanov, A. (2007). The role of social presence in establishing loyalty in e-Service environments. Interacting with Computers, 19(1), 43-56.

Ilsever, J., Cyr, D., & Parent, M. M. (2007). Extending models of flow and e-loyalty. Journal of Information Science & Technology, 4(2), 3-22.

Cyr, D., Head, M., & Ivanov, A. (2006). Design aesthetics leading to m-loyalty in mobile commerce. Information and Management, 43(8), 950-963.

Cyr, D., Bonanni, C., Bowea, J., & Ilsever, J. (2005). Beyond trust: Web site design preferences across cultures. Journal of Global Information Management, 13(4), 25-54.

Cyr, D., & Trevor-Smith, H. (2004). Localization of web design: An empirical comparison of German, Japanese, and United States web site characteristics. Journal of the American Society for Information Science and Technology, 55(13), 1199-1208.

books chapters and monographs

Cyr, D. (2017). Emotion and website design. In Zahirovic, A., Lowgren, J., & Carroll, J. M. (Eds.), The Encyclopedia of Human-Computer Interaction, 2nd edition. Aarhaus, Denmark: Interaction Design Foundation.

Cyr, D. (2013). Gender, trust and website design. In Gefen, D., & Gefen, D. (Eds.), Psychology of Trust: New Research (pp. 115-125). Hauppage, New York, United States: Nova Science Publishers Inc.

Cyr, D. (2011). Website design and trust across cultures. In Douglas, I., Liu, Z., Douglas, I., & Liu, Z. (Eds.), Global Usability, Human–Computer Interaction Series (pp. 39-55). London, United Kingdom: Springer-Verlag (UK).

Cyr, D., Head, M., & Ivanov, A. (2009). Perceptions of mobile device website design: Culture, gender and age comparisons. In Head, M., & Li, E. Y. (Eds.), Mobile and Ubiquitous Commerce: Advanced E-Business Methods (pp. 173-200). Hershey, Pennsylvania, United States: IGI Global.

Cyr, D. (2007). Enhancing e-collaboration through culturally appropriate user interfaces. In Kock, N. (Eds.), Encyclopedia of E-Collaboration (pp. 240-245). Hershey, Pennsylvania, United States: IGI Global.

Cyr, D., & Trevor-Smith, H. (2003). Building E-loyalty across cultures and organizational boundaries. In Paulsen, N., & Hernes, T. (Eds.), Managing boundaries in organizations: Multiple perspectives (pp. 93-109). New York, New York, United States: Palgrave Macmillan.

Related Teaching Material

Cyr, D. (2014). Impact of culture on information systems design and use: A focus on e-business. In Tucker, A., Tucker, A., Topi, H., & Topi, H. (Eds.), Computing Handbook, Third Edition: Information Systems and Information Technology (pp. 31-1-31-20). Abingdon, United Kingdom: Taylor & Francis Ltd.

Cyr, D. (2012). Commentary on Noam Tractinsky’s visual aesthetics in human computer interaction and design. In Dam, R. F., & Soegaard, M. (Eds.), Encyclopedia of Human-Computer Interaction. Aarhaus, Denmark: Interaction Design Foundation.

Cyr, D. (2010). Variations on a theme: Creating culturally sensitive websites for diverse users. In Edmundson, A. (Eds.), Cases on Globalized and Culturally Appropriate E-Learning: Challenges and Solutions (pp. 305-306). Hershey, Pennsylvania, United States: IGI Global.

Cyr, D., Bonanni, C., Bowes, J., & Ilsever, J. (2007). The challenge of web site design for global organizations. In Hunter, M. G., & Tan, F. B. (Eds.), Strategic Use of Information Technology for Global Organizations (pp. 103-136). Hershey, Pennsylvania, United States: IGI Global.