El papel moderador del diseño web y la cultura del país en la respuesta del consumidor online: Una aplicación a los destinos turísticos

• Juan Miguel Alcántara-Pilar ^[1] ; Salvador del Barrio-García ^[1]
  1. [1] Universidad de Granada

     Universidad de Granada

     Granada, España

     
• Localización: European Research on Management and Business Economics, ISSN 2444-8834, Vol. 22, Nº. 2, 2016, págs. 78-87
• Idioma: español
• DOI: 10.1016/j.iedee.2015.10.007
• Títulos paralelos:
  • The moderator role of web design and culture of the country in the online consumer response: An application to tourism destination
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 8 Citas
• Resumen
  • español

    La globalización actual de los mercados como consecuencia del desarrollo de las tecnologías de la información y comunicación, en general, y de Internet, en particular, ha aumentado la importancia de la cultura del usuario en el comportamiento del consumidor online. Las páginas web son en la actualidad un potente vehículo de comunicación para aquellas empresas que operan en mercados internacionales. En este sentido, el diseño de las mismas afectará de manera importante a la forma en la que los usuarios pertenecientes a diferentes culturas procesan la información que reciben a través de las mismas. El objetivo del presente trabajo es examinar en qué medida el diseño web modera las diferencias culturales existentes entre usuarios a la hora de procesar la información web. Los resultados ponen de manifiesto que un buen diseño web medido en términos funcionales es capaz de reducir, e incluso anular, tales diferencias.

  • English

    The actual markets globalization as a result of information and communication technologies development in general and the Internet in particular, have increased the importance of the user culture in online consumer behavior. Web pages are now a powerful communications medium for companies operating in international markets. In this regard, the same design will significantly affect the way in which users from different cultures process information received through it. The aim of this paper is to examine how web design moderates cultural differences among users when processing web information. The results show that a good web design, measured in functional terms, is able to reduce or even eliminate such differences.

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