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Culture Impact to E-commerce Web-design Study of eBay and Taobao

作　者: Ronnachai Ampaipoka
导　师: 段钊
学　校: 华中师范大学
专　业: 信息管理
关键词: Electronic commerce Culture Web-design
分类号: F713.36
类　型: 硕士论文
年　份: 2012年
下　载: 167次
引　用: 0次
阅　读: 论文下载

内容摘要

Nowadays, number of products that are sold or bought through Internet by e-commerce websites such as eBay and Amazon are increasing rapidly. In other words, people prefer to buy or sell their requirements from Internet. The factors such trust, security and availability play important roles in these transactions. So, companies try to improve quality of factors to cause better feeling for customers. The culture, which is one of the key factors of start sell products globally. It’s make many researchers have attempted to define a cross-culture usability model for websites; most of the researches have based their evaluation on testing some websites, such as, Usability and Internationalization of Information Technology (Aykin, N,2005), Applying culture to website design:a comparison of Malaysian and US websites (Gould, E,2000) and Social interaction design in cultural context (Huang, K. H.,2008)This paper investigates the different of the culture and focus on the impact of culture to e-commerce web-design based on evaluation on testing Taobao and eBay websites design. The theoretical frameworks that have been used to guide this study are the cultural dimensions (Geert Hofstede,1991) and based on user interfaces in the world wide web (Bargas-Avila et al,2010). In order to finish160questions, this paper used4different web-design pages samples; the analysis was shown in the testing section.The research builds and tests five hypotheses:(1) The Lower Power Distance (PDI) index value impact more on eBay web-design; higher Power Distance index on taobao (2) The Lower Individualism-Collectivism (IDV) index value impact more on Taobao web-design; higher Individualism-Collectivism (IDV) index on eBay (3) The lower Masculinity-Femininity (MAS) index value impact more on eBay web-design; higher Masculinity-Femininity (MAS) index on Taobao (4) The Higher Uncertainty Avoidance (UAI) index value impact more on eBay web-design; lower Uncertainty Avoidance (UAI) index on Taobao and (5) The Higher Long versus Short-Term Orientation (LTO) index value impact more on Taobao web-design; lower Long versus Short-Term Orientation (LTO) index on eBay. The overall result was show in the analysis section.

全文目录

Abstract  4-9
Introducton  9-10
Literature review  10-13
Background knowledge  13-22
  Chinese e-ommerce market  13-15
  eBay  15-18
  Taobao  18-22
Method and Collection information  22-24
Concept and Theories  24-45
  Fundamental Dimensions of National Cultures  24-34
  Web Design  34-42
  Research Hypotheses  42-45
Comparison between eBay and Taobao Strategy  45-80
  Effective Taobao business Strategies  45-47
  Effective eBay business Strategies  47-48
  Strategy Comparision between eBay and Taobao  48-52
  Buying form:eBay and Taobao  52-68
  Characteristic of Web-design:ebay and Taobao  68-80
Hypotheses testing  80-92
  eBay and Taobao characteristic of web-design:S1 to S4 sample page  80-85
  Dimensions of culture values:eBay and Taobao  85-86
  Hypotheses analysis  86-92
Conclusions and Future Research  92-93
References  93-96

Culture Impact to E-commerce Web-design Study of eBay and Taobao

内容摘要

全文目录

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