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KCI등재 학술저널

Korean vs. American Corporate Websites: Interactivity, Comparative Appeals and Use of Tcchnology

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This study is a cross cultural examination of interactivity, comparative advertising, and technology use in Korean and U.S. corporate websites. Utilizing cultural analysis criteria of high vs. low context power distance and individualism-collectivism, we compared interactivity in U.S. and Korean websites. Our findings indicate that U.S. corporate websites tend to emphasize customer-message and customer-advertiser interactivity, while Korean websites highlight customer-customer interactivity. Findings on comparative advertising strategy indicate that cultural bias represented in U.S. individualism and Korean collectivism leads U.S. web advertisers to utilize direct and indirect comparative advertising more frequently than their Korean counterparts. The results of our technology analysis unexpectedly show that there is no significant difference between the two countries

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