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Perceptions Of Web Site Design Characteristics: A Malaysian/Australian Comparison, R. Laupase

Theses: Doctorates and Masters

The study compared the perceptions of Malaysians, representing Asian culture, and Australians, representing Western culture, for four Web design characteristics (atmospherics, news stories, signs, products and services), as part of the Integrated Internet Marketing model. Under controlled laboratory conditions, two groupings of thirty subjects evaluated eight Web sites in the retail and services sectors located equally in Malaysia and Australia. This study hypothesised that the predominant culture would not be generalised to another culture. Significant differences found for Web design characteristics were typically for one site only and not across all sites. In other words, consistent differences did not eventuate. …