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Title:
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CULTURAL FACTORS IN THE DESIGN OF GLOBAL E-COMMERCE WEB SITES |
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Author(s):
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Malcolm Mactavish, Magdalena Jaworska |
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ISBN:
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978-972-8939-82-3 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2013 |
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Edition:
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Single |
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Keywords:
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e-commerce, culture, web design, communications |
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Type:
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Full Paper |
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First Page:
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177 |
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Last Page:
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184 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Organisations who wish to maximise their income must also maximise engagement with potential customers. This study investigated the degree to which cultural factors impacted on the design of eCommerce applications offered by four global corporations. The corporations comprised a variety of industry sectors and product types. 25 factors were analysed to determine the degree to which the applications conform to two principal heuristics Hofstede's cultural dimensions model and Hall's context of communication framework. A matrix of expected results was produced by analysing each corporation and their respective target audiences within the context of these heuristics. The actual characteristics were compared to expectations and the outcomes quantified. The results of the study demonstrate that none of the applications entirely fulfils expectations. However, the areas that are problematic differ between samples. It concludes that global corporations can gain commercial benefits by paying more cognisance to the cultural dimensions of web design and communications. |
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