E-Commerce

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108E-<strong>Commerce</strong>provided search tools and links for finding more information. Particularly, Korean(South)/Japanese sites provided more than two languages including "Native" English andtheir own language for home sites. Most of the Korean (South)/Japanese sites providedalternative designs for local users. However Australian/ UK site rarely provided alternativedesign features (e.g. menu bar, multiple links, inter-linkages, etc), other than those on theirhome site. It was also observed that use of text, images, color and new high tech features indesign for Korean (South)/Japan and Australian/UK sites were distinctly different.Australian/UK users were considered as equal to "Native" English site users on the Korean(South)/Japanese home site. Some Korean (South)/Japanese sites provided different designsfor "Native" English and "non-Native" English users, and also provided different favouritesfor different language background users.A typical page structure for Western country sites provided menu on the top and bottom,and main sections located in the middle of page. The pictures on the page are simple andnot more than two were used. On the other hand, Eastern country sites show multi-layers ofmenu on the top and several pictures spread out in the main sections. The Eastern sites alsotended to provide video clips, news and promotional links.Fig 1. Popular design features in global sites: East (left) vs. West
Considering Culture in Designing Web Based E-commerce 109The Western sites usually had an introduction page, which provided information about thebusiness organisation, its market and then the product information could be accessedthrough links on the main page. In comparison Korean (South)/Japanese sites provided nointroduction and took the user directly to links for selection of services and products. Bylooking at different design features, there was a clear connection between design featuresand pages aimed at or originating from certain cultures.7. Summary and ConclusionThe investigation on airline sites based in Eastern and Western country confirms that thereare certain ways to localise web sites based on cultural differences of target users. Thesesuggestions were made to plan ahead, as all languages are not created equal and have theirown nuances. The suggestions encourage a designer to be aware of cultural differences,present a clear choice, know the target users, avoid slang, and keep information current onthe site. However not many airline sites seemed to be aware of how cultural differenceimpact on local users' preferences. Even though a global site provided links to other countrysites, the site was in English and only three sites provided languages other than English forother country users. However the investigation provides an important framework forevaluating characteristics of web design features, and identifying culture differences thatwill help improve ease of use and satisfaction for international users. It was observed duringthe study that global airline sites mainly focused on English users rather than on otherlanguage users. In general, global e-commerce sites provided links to regions or countrypages, which were partially customised. The customisation goes some way in providingaccess to international users. This convenience does break a language barrier but most of theglobal sites only provided essentially the same design features as on the home page.Perhaps this common practice aligns with providers' business goals or other reasons forcreating awareness amongst customers, but does not deliver the full potential of a B2C e-commerce business. However it is necessary to understand users in different countries andtheir experiences in global sites to be effectively involved with e-commerce becausecustomers are more comfortable with doing business in a familiar environment. This impliesthat, it is necessary to elicit how the web design features appeal to users in differentcultures, and how designers in different countries approach the creation of usable designfeatures for local and international users.The investigation was targeted on finding commonalities and differences in design featuresrelated to different countries based on global airline sites. The reason for studying globalairline sites was that airlines provide similar services following similar business practices, sothe design features were more likely to be linked to target users' and designers' country oforigin and typical choices of preferred web design features. The fact that airlines provideglobal services, covering multiple cultural groups also makes it logical to derive suchconclusions. The key conclusion of this investigation was that the different country usershave different favourites and reasons to use global sites. Hence the e-commerce providersand designers need to be prepared to make a distinction in design of sites for internationalusers. It is important that the international users have different ways of adopting culture ine-commerce especially in a global context. In global sites, adopting culture in e-commerce
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VIIWe wish to thank the reviewers o
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IXContentsPrefaceV1. A Conceptual F
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A Conceptual Framework and an Exten
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12E-CommerceThe Application Layer c
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14E-CommerceService description. Th
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16E-Commerceunderstanding about the
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18E-CommerceThis chapter contribute
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20E-CommercePorter M (2001). Strate
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22E-CommerceTo evaluate the e-comme
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24E-CommerceAa 2a a4m1 m 2 m 3m (
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26E-CommerceV v ij , i 1,2,...,
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28E-CommerceIndexFuzzy numberAltern
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30E-CommerceS. Mabuchi (1988). An a
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32E-Commercetechnology implementati
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34E-Commerceapplied to study an ind
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36E-Commerce PEOU of the public sec
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38E-CommerceNITC (National Informat
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40E-Commercewill describe the mecha
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42E-Commerce(2) The manner of commu
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44E-CommerceIf ADS is employed in a
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46E-Commerce4.2 Case studyThe detai
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48E-CommerceAs a high-speed develop
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50E-Commerce4.3.2 The architecture
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52E-Commerceone conclusion is that
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54E-Commerce
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56E-Commerceorganizations expose de
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158E-Commerce Validation testing -
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160E-Commercefor the Websites (Lohs
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162E-CommerceSinnappan S., Carlson
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164E-Commercerecommendations of a t
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166E-Commerce3.1 Neighborhood Based
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168E-Commerce3.3 Significance Weigh
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170E-Commerce , u1 0,fR5fuR1 u2else
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172E-CommerceFigure 6 shows the ste
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174E-CommerceMAE0.750.740.730.720.7
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Improving performance in recommende
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Electronic Commerce Readinessin Dev
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Can a Recommender System induce ser
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A Mobile Commerce Model for Automob
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The Automatic Attaching Function Ba
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