The Role of National Culture on the Design and Usability of E-Commerce Websites: An Indonesian Case

The purpose of this study is to observe national culture influence on the effectiveness of Indonesian e-commerce website. Ninety Indonesian subjects participated voluntarily in this study. Subjects were instructed to complete a transaction in three different tailored e-commerce websites. The first e-commerce website is designed following cultural guideline of web design. The second e-commerce website is designed opposing the guideline, whereas the third ecommerce website is designed in combination between following and opposing the cultural guideline. Completion time and error during task were recorded. In the end of the task completion, subjects filled out a questionnaire about the importance of design items that correlate with cultural dimensions. Result shows no significant differences on completion time and error for task completion among the three e-commerce websites, although the first e-commerce website has lowest process time and error. Most of design items that relates to cultural dimensions is rated positively by participants. Result of the study reveals that national culture is worth to be considered in the design of the Indonesian e-commerce website. Implications of the results were discussed.