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Steggewentz, Luise (2013): Vergleich der Internetauftritte deutscher und japanischer Unternehmen in der jeweiligen Landessprache. Unterschiede in der Kundenansprache. Master of Arts, Ludwig-Maximilians-Universität München
(Munich University Japan Center Graduation Theses)




This paper analyses Japanese and German corporate websites regarding their appeal to customers. 48 high-revenue companies from four different industries are content-analysed regarding various aspects of user experience and customer appeal. The results show that generally Japanese and German companies selling durable goods (here: automobiles and household appliances) had a more similar approach on their homepages than companies selling non-durable goods (here: cosmetics and soft drinks). Intercultural differences were very prominent in the usage of pictures, the length of the respective websites, the usage of news feeds and several other aspects. The depiction of typically different and typically similar features of customer appeal can possibly help web developers and companies to strategically design their international websites.