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ItemCultural Differences between Germany and the United States in Landing Page Design( 2017-01-04)Companies with global operations should consider the culture of their target country in order to be internationally successful despite of globalization. Every marketing strategy should be adapted to the target country and its local cultural background. Companies which offer their products only through online channels need to pay special attention to the design of their websites. Therefore, we analyze in this study the design of United States and German landing pages in the online fitness industry and whether or not changes can improve the conversion rate of a landing page. To answer these questions, we develop and evaluate a culture specific landing page framework with a design science approach. The evaluation shows optimization potential of landing pages for the test elements “free content” and “promotional pictures”. Hence, the framework can be used to identify improvement potential for culture specific landing pages, but needs to be validated in other areas, too.
ItemFactors That Impact Consumers' Intention to Shop on Foreign Online Stores( 2017-01-04)Cross-border e-commerce has been rapidly expanding. However, little research has been done to investigate how consumers decide to shop across national borders. This study aims to explore the factors that impact consumers’ intention to shop on foreign websites. A conceptual model is developed from the perspectives of consumer perceived trust and value. We also examine the effects of vendors’ signaling on perceived trust, as well as the effects of benefits and costs on perceived value. This study conducts an online survey to test the research model. Our findings can help researchers and practitioners understand the barriers to cross-border e-commerce and devise strategies to overcome these barriers.
ItemConducting Research in a Developing Country: A Reflection-in-Action Perspective( 2017-01-04)ICT4D researchers acknowledge the instrumental role of cultural differences in determining project outcomes. Rarely, however, do they acknowledge culture’s role in the actual research process. This study explores the impact of cultural differences on research conducted by Western-based researchers in a developing country. In mid-2015, we went to Uganda to conduct research on mobile payment systems and technology use in healthcare. This study recounts our data collection process, particularly the unique challenges and opportunities that we experienced. We employ the theory of reflection-in-action to interpret our responses to disruptions to our research project. As part of our contribution to ICT4D research, we offer several recommendations for conducting research in a developing country. \