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The numbers of online consumers is rapidly growing in diverse country locations. Users may have a distinct preference for a local website over a foreign website. There are many online marketing companies that have different websites for customers of different countries. The objective of this study is to find out whether or not there is a significant preference of the customers for the local website for overall effective website design. In the past Cyr and Trevor-Smith (2004) examined design elements using 30 municipal websites in each of Germany, Japan, and the U.S. Design elements considered were use of symbols and graphics, color preferences, site features, language and content. Significant modal differences were found in each of the listed categories, and suggest distinctive design preferences across these countries. However no such study was done in the Indian context.
Cyr, Kindra and Dash (2005) studied the Indian consumer’s preference for Local vs. Foreign Website. The participants in the study were asked to respond to a local version of the Indian Samsung website, and a foreign version of the website used by customers of Hong Kong. The participants were told to hypothetically browse both foreign and local Samsung website for purchasing mobile. The sample composed of 219 post-graduate students from the Indian Institute of Management at Lucknow in India of which 198 were finally chosen after removing incomplete responses. The nine web site design elements menu layout, access to product information, professional design of the website, logical presentation of product information, screen design, navigation, sequencing, presentation of product attributes, and product availability measuring the effective website design elements were chosen for the study. Participants were first told to browse local web site and then they were told to view the foreign website and express their preferences in the survey questionnaire.
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