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.
Alcántara-Pilar, J. M., & del Barrio-García, S. (2016). El papel moderador del diseño web y la cultura del país en la respuesta del consumidor online. Una aplicación a los destinos turísticos. European Research on Management and Business Economics, 22(2), 78–87. https://doi.org/10.1016/j.iedee.2015.10.007