Cultural Usability in E-commerce Website Design: Using Objective Characteristics

Abdul Rehman


The increased communication speed has tremendously increased the usage of the internet and number of users. All the businesses are looking forward to build a presence in online arena through e-commerce websites. Usability of a website is the level of satisfaction and comfort that assures the acceptance by the users and attract maximum number of customers. As the internet is global market, customers of e-commerce websites belong to different regions and cultures. Every culture has its own characteristics, values and norms. For assuring usability, culture plays an important role in user interface which is lacking in most of the e-commerce websites and mostly ignored by website designers. The purpose of this research is to evaluate objective cultural usability for e-commerce websites in Pakistan. The study will also provide guidelines to the website designers for assuring the success of e-commerce websites in e-market.


Usability; Culture; Objective Culture; E-commerce

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