Assessing the Relevance of Culture on Websites: A Study from a Middle Eastern Country

• Published in: Journal of Internet commerce Vol. 12; no. 1; pp. 106 - 129
• Main Authors: Abdallah, Salam, Jaleel, Bushra
• Format: Journal Article
• Language: English
• Published: New York, NY Taylor & Francis Group 01-02-2013; Best Business Books & Internet Practice Press; Taylor & Francis Ltd
• Subjects: Comparative analysis; Credibility; cultural dimensions; Culture; Design engineering; Electronic commerce; Exact sciences and technology; Information and communication sciences; Information science. Documentation; Internet; Library and information science. General aspects; Sciences and techniques of general use; Stereotypes; United Arab Emirates; usability; Use and user studies. Information needs; User behavior; web designers; Web site design; Websites; United States > US; United Arab Emirates; Web site; Evaluation; Use study
• ISSN: 1533-2861; 1533-287X
• DOI: 10.1080/15332861.2013.763696

This study identifies the key elements that reflect the culture of the United Arab Emirates (UAE) on websites and establishes their importance in terms of a site's usability and credibility. Using both quantitative and qualitative techniques, the distinguishing characteristics of UAE nationals are identified. A total of 45 UAE websites and 30 U.S. websites, representing five different industries, were compared, using an analysis that involved 109 design elements. The results indicate evolving traits among UAE web users that deviate considerably from preconceived or stereotypical notions of the Arab World. The findings of this study are important for web designers who wish to cater to this target audience.