By:

In this study eCulturation refers to the process that facilitates culturally sensitive Web site design. The purpose of the eCulturation framework is to identify and minimize cultural barriers when conducting international business over the internet to facilitate effective online global communication. The framework developed in this paper identifies, classifies and conceptualises the elements that may significantly contribute to cultural barriers by drawing on research that has described and empirically tested these factors. The framework utilises these cultural interface elements that emanate from the cultural components of previous studies.

Prior research identifies ten cultural interface elements that are then contained in the current framework which include: language, colour, gestures/images/symbols, look/feel/form, credit card acceptance, zip codes, and Hofstede’s five dimensions. These ten elements are identified as key cultural influences that can have an important impact on web site design but do not seem to be contained in any known holistic web-site design framework in the literature reviewed. There may be a cluster of countries that have a common set of cultural norms where the web site designer can gain the benefits of a standardised approach with some minor adaptations. There may be situations where cultural elements of other countries are so powerful that many key elements may need adaptation whilst others can be standard. This recognition of a mixed approach to web site designs assists in communication of the right type of message effectively without agitating cultural taboos when communicating on line in international business activities. What is needed is the application of the appropriate mix of standardisation and adaptation of the key interface elements in web site designing which is the challenge that this paper addresses. This challenges a globalising approach to web site designs.

Stream: Communication

Paper: Customising a Firm’s Web-site Design to Fit Global Cultures