ACM Interactions

Authors:
Aaron Marcus, Emilie Gould

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Introduction The Web enables global distribution of products and services through Internet websites, intranets, and extranets. Professional analysts and designers generally agree that well-designed user interfaces improve the performance and appeal of the Web, helping to convert "tourists" or "browsers" to "residents" and "customers." The user-interface development process focuses attention on understanding users and acknowledging demo- graphic diversity. But in a global economy, these differences may reflect world-wide cultures. Companies that want to do international business on the web should consider the impact of culture on the understanding and use of Web-based communication, content, and tools. This paper contributes…

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