Journal article

Building a culturally-competent web site: A cross-cultural analysis of web site structure

T Cui, X Wang, HH Teo

Journal of Global Information Management | Published : 2015

Abstract

The internationalization of Web sites requires Web designers to provide effective navigation experience for users from diverse cultural backgrounds. This research investigates the effect of cultural cognitive style on user perception of Web site structure characteristics and performance on the Web site, and the subsequent user satisfaction towards the Web site. More specifically, the authors focus on the breadth versus depth of a Web site's structure. A laboratory experiment involving participants from China and the United States was conducted to test the hypotheses. The results showed that cultural cognitive style and Web site structure indeed interact to affect user perception and performa..

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