Adaptation Needed: Eye-Tracking Study of Cross-Cultural Differences in Perception of B2B Websites

7 Pages Posted: 22 Feb 2017

See all articles by Pavel Štrach

Pavel Štrach

Upper Austria - University of Applied Sciences Upper Austria

Nikolay Slivkin

Upper Austria - University of Applied Sciences Upper Austria

Date Written: February 21, 2017

Abstract

It has been widely acknowledged that products, services as well as marketing communications need to match the taste of local markets, even in globalized industries. So far, the theme of website adaptation has been largely limited to translation and language issues. For B2B industries in particular, it seemed that customers tend to be more homogenous globally and lower degree of adaptation might be sufficient. The study contributes to the discussion about the need for website adaptation for globalized industries. The study depicts differences in perception of visual attractiveness of B2B websites across international audiences. The study observes this phenomenon in cross-cultural context utilizing eye-tracking.

A series of experiments was conducted with 2 groups of relevant audiences: Russian and German speakers. Experiments include the combination of survey and eye-tracking study during which participants were evaluating the aesthetical characteristics of different B2B websites for global players targeting German-speaking and Russian-speaking audiences.

Experimental data was analyzed and significant conclusions were drawn. The data analysis has provided an opportunity to observe various differences in on-line behavior, general aesthetical preferences and an overall manner of judgment. Certain differences were noticed in a visual behavior of participants. Results of eye-tracking experiments showed, that on average both cultural groups have the same number of gaze paths per web-site session, however the amount of areas of visual concentration per web-site differs. Thus, German-speakers have on average more areas of concentration per website, than Russian-speakers. In certain cases these areas differ in its position.

In addition, it was shown that German-speakers change their initial judgment of website attractiveness rarely, than Russian-speakers do. German-speakers have a certain tendency to value the website that has been representing a company from their country of origin. Differences in overall evaluation and perception of attractiveness were identified as well. Thus, Russian-speakers perceive a website with a clear and simple layout to be rather attractive and trustworthy, meanwhile German-speakers gave their preference to websites that are innovative in design and are interesting context-wise.

Study resulted in several managerial and academic implications. First, experimental models that were used during the study have shown their efficiency in the given context, and could be recommended for further research in a field of cross-cultural web-design. Moreover, the study results could be applied in a business context, namely in the field of B2B website design. The research outcome can provide a ground for consideration during the process of website adaptation for a different country or language.

Keywords: B2B Websites, Eye-Tracking, Cross-Cultural Studies

Suggested Citation

Štrach, Pavel and Slivkin, Nikolay, Adaptation Needed: Eye-Tracking Study of Cross-Cultural Differences in Perception of B2B Websites (February 21, 2017). International Business and Economy Conferences, XVI International Business & Economy Conference (IBEC) - Chile 2017, Available at SSRN: https://ssrn.com/abstract=2920998

Pavel Štrach (Contact Author)

Upper Austria - University of Applied Sciences Upper Austria ( email )

Steyr
Austria

Nikolay Slivkin

Upper Austria - University of Applied Sciences Upper Austria ( email )

Franz-Fritsch-Strasse 11
Wels, A-4600
Austria

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