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Cross-Cultural Comparisons of Interactivity on Corporate Web Sites: The United States, the United Kingdom, Japan, and South Korea

Chang-Hoan Cho and Hongsik John Cheon
Journal of Advertising
Vol. 34, No. 2 (Summer, 2005), pp. 99-115
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4189300
Page Count: 17
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Cross-Cultural Comparisons of Interactivity on Corporate Web Sites: The United States, the United Kingdom, Japan, and South Korea
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Abstract

This study is a cross-cultural examination of interactivity on U.S., U.K., Japanese, and South Korean corporate Web sites. Each Web site was content-analyzed for use of various interactivity functions. Using cultural difference criteria of high versus low context, power distance, and individualism--collectivism, this study compares three dimensions of interactivity on the Web sites of each country's top 50 advertisers. Twenty-five interactivity functions/indicators, classified into three interactivity dimensions, were used in the final data analysis to test three research hypotheses. Our findings indicate that Western Web sites tend to emphasize consumer--message (H1) and consumer--marketer interactivity (H2), whereas Eastern Web sites highlight consumer--consumer interactivity (H3). Implications of the findings and suggestions for future research are discussed.

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