Comparison of cultural preferences and cultural practices in website design in Pakistan

Abstract

Purpose Culture influences website designs. These websites benefit from the cultural elements incorporated into them. A website that is designed and used based on the preferences of its users and their culture is considered usable. Individuals' cultural preferences refer to their level of cultural comfort, whereas cultural practices are shared perceptions of how people behave in a culture regularly as a whole. This article discusses the comparison of the web design preferences of users with the actual working practices of the three categories of websites in Pakistan. Methods The disparity between preferences and practices is examined using Hofstede's six cultural dimensions. The website design practices are collected using the observational research method. Result The results reflect that web design practices in Pakistan correspond to preferences in the individualism versus collectivism and indulgence versus restraint dimensions of Hofstede dimensions of culture. The design practices for the remaining dimensions vary and do not adhere to the associated cultural dimension. Conclusion