Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/49203
Title: WEBSITE GLOBALIZATION STRATEGY : A CROSS-CULTURAL ANALYSIS OF WEBSITE STRUCTURE
Authors: LIU JUNCAN
Keywords: Cultural cognitive perspective, Cross-cultural Website usability, Website structure, Website breadth, Website depth
Issue Date: 25-Nov-2013
Source: LIU JUNCAN (2013-11-25). WEBSITE GLOBALIZATION STRATEGY : A CROSS-CULTURAL ANALYSIS OF WEBSITE STRUCTURE. ScholarBank@NUS Repository.
Abstract: With the continued prosperous development of Internet among the world during the past decades, the importance of globalization for designing Websites has caused widespread concerns in both academic and industrial circles. The globalization strategy of Websites goes far beyond translation nowadays. It emphasizes cultural adaption to local measures and requires appropriate Website structures for different users to meet the demands. Previous explanations on Website structure focused on impact of breadth and depth on navigation perception via trying to propose an optimal balance structure, however little is known about the impact of cultural difference. The purpose of this study is to empirically investigate the effect of cultural cognitive style on user perception of Website structure characteristics and performance on the Website, and the subsequent user satisfaction towards the Website. We recruited 125 subjects from both United States and China to participate in this laboratory experiment. The findings provide significant evidence that cultural cognitive style and Website structure indeed interact to affect user perception and performance. People with holistic or analytic cultural cognitive styles would have higher perceived navigability and better performance for ?broad? or ?deep? structure respectively. We also provide practical suggestions to Website design practitioners to improve website design in order to produce compelling navigation experience for users from diverse cultures.
URI: http://scholarbank.nus.edu.sg/handle/10635/49203
Appears in Collections:Master's Theses (Open)

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