Native Languages and Websites

Paper Summary:

This work discusses the international availability of the World Wide Web and the lack of research into the effect of one's culture on the perception of products. The paper serves as a qualitative and quantitative demonstration of the influence one's native language and culture have upon their perception of products offered by a website and if those differences can be used to predict consumer behavior.

Table of Contents:
Abstract
Literature Review
Hypothesis
Variable Measures:
Perceived Product Quality
Language preference
Cultural Identification
Data Collection
Procedure
Statistical Analysis

From the Paper:

"A match between the visitor's native language and the language used on the web site is an independent variable. A match between the visitor's native culture (region/country) is an additional independent variable. These variables would be categorical variables with two distinct categories: a perfect match occurs when the
language/culture of the web site is the visitor's native language or "no match" when the language/culture used is not the visitor's native language."

Sample of Sources Used:

• Luna, D., Peracchio, L. & De Juan, M. (2002). Cross cultural and cognitive aspects of Web site navigation. Journal of Academy of Marketing Science, 30(4), 397-411.
• Martin, B. (2002). Marketing communication classics. European Journal of Marketing, 36(7/8), 951-955.
• Oliva, R. (2002). Creating Communities on the Web. Marketing Management, 11(2), 40-44.
• Yes Park, Y. & Fader, P. (2004). Modeling browsing behavior t multiple Website. Marketing Science, 23(3), 280-304.
• Patrick, C., et al. (2002). Cultural differences in the online behavior of consumers. Association for Computing Machine,. 45(10), 138.

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MLA Citation: