Abstract
The goal of this case study is to compare websites from 9 different countries―Austria, Chile, China, Japan, Latvia, Nigeria, Saudi Arabia, the US and the Czech Republic―and, based on this comparison, to provide the missing linking of website elements with cultural dimensions for better cultural adaptation of web content. Hofstede’s cultural dimensions were used for the selection of countries for this study. To examine the influence of culture on websites, countries with extreme values of cultural dimensions were selected. An important benefit is that this study takes into account all of Hofstede's cultural dimensions, including the latest one (indulgence vs restraint). For each country 50 websites were selected from areas that most closely reflect the culture of the country. The main focus was on the selection of an appropriate representative sample of websites for each state. A total of 450 pages was analyzed. For each website, 42 web elements determined as the most important were monitored. Moreover, the presence of various types of social networks and five general characteristics were monitored. The findings show that culture influences website design. The results of this study reveal a connection between website elements and Hofstede’s cultural dimensions. For example, headlines are important for countries with a high value of individualism, uncertainty avoidance, and a low value of power distance and indulgence. Newsletters are associated with a high value of indulgence and a low value of long-term orientation and search option with a high value of power distance. Overall, about 20 culturally sensitive website elements were identified. The study also provides a comprehensive overview of website characteristics for each of the selected countries. For UX designers, web localization specialists, academicians, and web developers, this study provides an original view into culturally sensitive website elements and features.
Highlights
With the spread of the Internet, the importance of websites for companies and for individuals and public and state institutions is increasing
The findings show that culture influences website design
The results of this study reveal a connection between website elements and Hofstede’s cultural dimensions
Summary
With the spread of the Internet, the importance of websites for companies and for individuals and public and state institutions is increasing. Websites are one of the most important information channels. The website is for many people the first place to visit when they look for information about a product or a company. The importance of this media can be demonstrated by the numbers. The amount of money invested in Internet advertising grows every year. Sales in the e-commerce area grow every year as well
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
