| Global usage of the World Wide Web continues to increase exponentially, yet many corporate Web sites are misperceived by non-English-speaking audiences. Diverse communities of global consumers purchase products on the World Wide Web based on a positive image of the product as reflected in the Web site content, which includes text, images, and icons. However, corporate leaders may not have an awareness of the common elements present in successful global Web sites as comprehended by different cultures. This qualitative, phenomenological data analysis used a Web-based survey to explore the perceptions and feelings of a purposive sample of participants regarding the content of global World Wide Web sites. Each participant in the study spoke English or a combination of English and Spanish and explored their perceptions and feelings regarding global Web sites. The following five themes emerged from the research results regarding consumer perceptions of global Web sites: (a) product, (b) information, (c) people, (d) simplicity, (e) and brands. Information gleaned by this study regarding consumer behavior can be incorporated into a comprehensive global marketing campaign that can be used by leaders to expand business internationally. |
