El papel moderador del diseño web y la cultura del país en la respuesta del consumidor onlineUna aplicación a los destinos turísticos

  1. Juan Miguel Alcántara-Pilar 1
  2. Salvador del Barrio-García 2
  1. 1 Universidad de Granada, Facultad de Educación, Economía y Tecnología
  2. 2 Universidad de Granada, Facultad de Ciencias Económicas y Empresariales
Revista:
European Research on Management and Business Economics

ISSN: 2444-8834

Año de publicación: 2016

Volumen: 22

Número: 2

Páginas: 78-87

Tipo: Artículo

DOI: 10.1016/J.IEDEE.2015.10.007 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: European Research on Management and Business Economics

Resumen

La globalización actual de los mercados como consecuencia del desarrollo de las tecnologías de la información y comunicación, en general, y de Internet, en particular, ha aumentado la importancia de la cultura del usuario en el comportamiento del consumidor online. Las páginas web son en la actualidad un potente vehículo de comunicación para aquellas empresas que operan en mercados internacionales. En este sentido, el diseño de las mismas afectará de manera importante a la forma en la que los usuarios pertenecientes a diferentes culturas procesan la información que reciben a través de las mismas. El objetivo del presente trabajo es examinar en qué medida el diseño web modera las diferencias culturales existentes entre usuarios a la hora de procesar la información web. Los resultados ponen de manifiesto que un buen diseño web medido en términos funcionales es capaz de reducir, e incluso anular, tales diferencias.

Información de financiación

Los autores agradecen la ayuda financiera proporcionada por el Grupo de Investigación Ademar (Universidad de Granada) a través del Proyecto de Investigación del Programa Andaluz de I+D, número P12-SEJ-2592 y por el Programa de Investigación de la Facultad de Educación, Economía y Tecnología de Ceuta.

Financiadores

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