Global corporate web sites: an empirical investigation of content and design

Abstract

Globally accessible web sites enable corporations to communicate with a wide variety of constituencies and represent a resource for any organization seeking a broad audience. Developing an effective multinational Internet presence requires designing web sites that operate in a diverse, multi-cultural environment. This is not simple, given that the field of web site development has lacked standards and rules relating to content and design. This study develops a conceptual model that differentiates web site content from design. The content component addresses the issue of what is included in the site and identifies the various types of information. The design component addresses presentation and navigational features. This conceptual web site content/design model was used to study the features of global corporate web sites to determine if the content and design features have become globally standardized or if differences exist as a result of national culture and/or industry. The majority of web site content features were found to be significantly different across various cultural groups. This, however, was not the case for design features. Furthermore, there appeared to be little association between the content and design features and industry classification.