Title

Culturally compatible websites: Applying Trompenaars dimensions to web design

Date of this Version

12-3-2008

Document Type

Conference Paper

Publication Details

Published Version.

Kale, S. H. & De, S. (2008). Culturally compatible websites: Applying Trompenaars dimensions to web design. Paper presented at the Australian & New Zealand Marketing Academy Conference (ANZMAC) 2008: Shifting focus from the mainstream to offbeat, Sydney, Australia.

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© Copyright Sudhir H. Kale & Sangita De, 2008

Abstract

Rising e-commerce volumes the world over provide unprecedented opportunities to global marketers for expanding their markets using the Internet. The Web has now made it possible to reach an audience of hundreds of millions of people at one point in time. However, significant culture-driven differences exist in the way audiences across the world will process site cues and react to websites. This paper reviews existing literature on culture and website design and goes on to discuss the impact of culture on web communication using Trompenaars’ (1993) cultural dimensions.

 

This document has been peer reviewed.