The application of cultural dimensions in e-commerce web design a systematic review

Abstract

Purpose: The aim of the study is to analyse the impact of national cultural dimensions on web-design consumer preference in e-commerce. Design/Methodology/Approach: The research is a systematic review using PRISMA as the guiding framework. The study uses a qualitative approach known as thematic analysis to synthesise and interpret the findings. Findings: The systematic review includes 21 studies that fit the inclusion and exclusion criteria. Overall, the studies recognised that there are cultural differences between countries and the impact of cultural dimensions was found to vary between different countries. However in some studies, it was reported that the actual findings contradicted the theoretical framework on the national dimensions presented by Hofstede (2010). Research limitations: A specific inclusion and exclusion criteria for the systematic review was implemented for feasibility purposes where a number of databases, search terms and further criteria were specified. Originality/value: A ‘research gap’ was identified due to lack of studies that combine different view-points on cultural dimensions in e-commerce web-design. As the study investigates different countries and nationalities, this can provide further value within this area of research.