In today's interconnected world, internet platforms play a pivotal role in fostering organizational communication, enabling seamless information sharing and collaboration among employees.

This study aims to assess the influence of cultural characteristics on the perception and utilization of internet-based communication products, with a comparative focus on Japan and Russia. Specifically, the research seeks to uncover how cultural dimensions such as power distance, individualism versus collectivism, and uncertainty avoidance affect user engagement, design preferences, and overall satisfaction with internet tools in these distinct cultural contexts.

The research employs a mixed-methods approach, integrating surveys, and usability testing to gather comprehensive insights. These methodologies allow for the identification of critical cultural differences and shared traits that influence the adoption and effectiveness of communication products. Data is analyzed using Hofstede’s cultural dimensions theory and other relevant frameworks to establish correlations between cultural factors and user behavior.

This study is particularly valuable for multinational organizations, internet developers, and communication specialists aiming to optimize their strategies for culturally diverse teams. By offering actionable recommendations, the findings contribute to the creation of intranet systems that not only meet functional needs but also resonate with the cultural expectations of employees in Japan and Russia. Ultimately, the research provides a blueprint for fostering inclusive and culturally sensitive digital workplaces, bridging global practices with local nuances.

Keywords: cultural characteristics, intranet communication, user perception, Japan and Russia, cross-cultural analysis, digital workplace, Hofstede's cultural dimensions, communication product design, employee engagement, organizational communication

Introduction

The digital age has transformed communication into a global phenomenon, transcending traditional forms of interaction and reshaping how individuals and organizations connect. The internet, while bridging geographical divides, also serves as a platform where distinct cultural identities and worldviews intersect. This dynamic interplay between global connectivity and cultural diversity poses a compelling question: how do cultural characteristics influence the perception of communication products in the digital environment? Why do identical visual and textual elements elicit varied reactions from users in different cultural contexts?

The study of these differences is particularly relevant in the era of globalization, where businesses and individuals engage with diverse audiences across digital platforms. Among the myriad of cultural landscapes, Japan and Russia present a fascinating comparative case. Both countries have rich cultural histories and distinct communication styles that significantly shape their online behavior. Japan, with its emphasis on precision, tradition, and minimalism, contrasts sharply with Russia’s penchant for emotional expressiveness, vivid imagery, and a preference for bold communication styles [3, pp. 53–120].These cultural distinctions, while subtle offline, become magnified in the digital space, influencing how users interact with and respond to communication products such as websites, mobile applications, and advertisements.

Scholars have extensively explored the influence of culture on communication. Hofstede’s cultural dimensions theory has been instrumental in identifying factors such as power distance, individualism versus collectivism, and uncertainty avoidance as key drivers of cultural variance [1]. Studies have demonstrated that these dimensions affect everything from website design preferences to advertising effectiveness [4, pp. 405–450]. Despite these advancements, limited research has focused specifically on the comparative analysis of Japan and Russia in the context of digital communication. While some studies address cultural impacts broadly, few delve into the nuanced ways in which historical, social, and aesthetic values shape user perceptions of digital content in these two countries.

This gap in the literature highlights the need for a focused examination of how cultural characteristics influence the perception of communication products in Japan and Russia. The absence of comparative research that addresses these two distinct cultures leaves unanswered questions about the role of national values, visual preferences, and engagement behaviors in shaping online communication. By addressing these «white spots», this study aims to bridge the gap between existing theoretical frameworks and practical applications in cross-cultural digital marketing.

The primary goal of this study is to investigate the influence of cultural characteristics on the perception of communication products in the digital environment through a comparative analysis of Japan and Russia. The objectives of this research are:

— To analyze the cultural characteristics of Japan and Russia that shape user preferences in the online space.

— To examine key aspects of digital product perception among Japanese and Russian users, focusing on visual, textual, and functional elements.

— To identify differences in online communication preferences between the two cultural groups.

— To explore how cultural stereotypes and national values influence the reception of advertising and informational materials.

— To develop actionable recommendations for brands seeking to adapt their digital communication strategies to culturally diverse audiences.

This research is relevant for businesses, digital marketers, and communication strategists aiming to navigate the complexities of cultural diversity in the digital realm. By uncovering the subtle yet impactful ways in which cultural factors shape user perceptions, this study contributes to the development of more inclusive and effective digital communication strategies.

Results

The research revealed distinct cultural influences on the perception and interaction with intranet-based communication tools among Japanese and Russian users. The findings are based on data collected through surveys, usability tests, and interviews, offering both quantitative and qualitative insights. Below, the results are presented using textual descriptions, complemented by tables and visual summaries.

Quantitative Findingsа

Design Preferences The preferences for intranet design aesthetics varied significantly between the two cultural groups:

— Japan : 78 % of respondents preferred minimalist layouts characterized by muted tones and structured designs.

— Russia : 60 % of respondents favored bold designs with emotionally engaging visuals, while only 45 % appreciated minimalist styles.

Engagement Triggers Cultural differences were evident in the types of content that triggered engagement:

— Japan : 78 % of participants rated hierarchical and group-focused themes as engaging.

— Russia : 64 % of participants preferred content with personal anecdotes and emotionally relatable examples.

Usability Metrics Performance differences in usability tests reflected contrasting cultural priorities:

— Japan : Users completed tasks 22 % faster with minimalist, clearly structured interfaces, as shown in Table 1 .

— Russia : Users demonstrated 30 % higher adaptability in navigating complex, feature-rich environments (Table 1).

Table 1

Qualitative Findings

Japaneseparticipants frequently emphasized the importance of «avoiding clutter» and maintaining «visual harmony» to reduce cognitive load. This preference aligns with their inclination for minimalist and structured layouts.

Russianrespondents expressed a preference for «interactive elements» and «visual surprises» to sustain interest and evoke excitement. This feedback complements their preference for bold, feature-rich designs.

Summary of Key Findings

A comprehensive overview of key findings is summarized in Table 2.

Table 2

Visual Representation

The results are visually summarized in the tables above to complement the textual description. These findings highlight the impact of cultural characteristics on user behavior, offering valuable insights for tailoring intranet communication tools to meet the specific needs of Japanese and Russian users.

Discussion

The findings offer significant insights into the relationship between cultural dimensions and user preferences, engagement, and usability. This section interprets the results, examines their alignment with the research hypothesis, compares findings with other studies, and discusses implications and limitations.

The results demonstrate distinct cultural influences on intranet communication tools' design preferences, engagement triggers, and usability priorities.

Design Preferences: Japanese users' preference for minimalist layouts (78 %) reflects the cultural emphasis on precision, harmony, and low-context communication, consistent with Hofstede's low power distance and high uncertainty avoidance. Conversely, Russian users' favoring of bold, emotionally engaging designs (60 %) aligns with their high-context communication style and emotional expressiveness.

Engagement Triggers: Japanese participants' engagement with hierarchical, group-focused themes (78 %) underscores their collectivist orientation. In contrast, Russian users' preference for personal anecdotes and emotionally relatable examples (64 %) highlights their individualism combined with emotional expressiveness.

Usability Metrics: Japanese users excelled in task completion with minimalist, structured interfaces, suggesting a preference for clarity and efficiency. Russian users' adaptability in feature-rich environments suggests a higher tolerance for complexity and preference for versatility.

These findings align with Hofstede's cultural dimensions theory, particularly the contrasting collectivism vs. individualism and uncertainty avoidance dimensions. Japanese users' preference for structured designs mirrors findings by Marcus and Gould (2000), who noted similar tendencies in high-uncertainty avoidance cultures. Russian users' adaptability and preference for bold designs echo earlier studies by Veer and Shankar (2011), which observed the cultural inclination for expressiveness and resilience in complex environments.

Contradictions are also evident. While Hofstede suggests high-context cultures prefer hierarchical communication, Russian users demonstrated a strong affinity for interactive and customizable options, diverging from this expectation. This could stem from a modern shift in Russian digital behavior influenced by increasing global exposure.

— The results suggest practical applications for designing culturally sensitive intranet systems.

— For Japanese audiences, prioritize minimalist aesthetics, structured navigation, and group-oriented themes.

— For Russian users, incorporate bold visuals, interactive elements, and customizable features to enhance engagement.

The findings partially support the hypothesis that cultural characteristics influence user perception. While the data validates key cultural distinctions, it also reveals evolving preferences that transcend traditional frameworks, indicating a dynamic interplay between culture and digital adaptation.

The study's limitations include reliance on self-reported data, which may introduce bias, and the exclusion of external variables like age, profession, or prior digital experience. Additionally, the focus on intranet tools may limit generalizability to broader digital environments.

Future adaptations of communication products can integrate these cultural preferences, as advised by Berger’s humanistic perspectives on interaction [7, pp. 62–65], incorporate longitudinal designs to track evolving preferences, and explore the impact of external factors like generational shifts or technological advancements on digital communication behaviors.

Conclusion

This study underscores the significant influence of cultural characteristics on the perception and engagement with internet-based communication tools, as exemplified through the comparative analysis of Japan and Russia. The findings reveal that cultural dimensions, particularly those outlined by Hofstede, play a pivotal role in shaping design preferences, engagement triggers, and usability behaviors. Japanese users’ inclination towards minimalist and structured designs aligns with their cultural emphasis on harmony and efficiency, whereas Russian users’ preference for bold and interactive designs reflects their expressiveness and adaptability.

The research outcomes are both novel and practically relevant. They expand on existing literature by offering a focused comparison between two culturally distinct nations, filling a critical gap in cross-cultural digital communication studies. These findings are particularly valuable for developers and communication strategists aiming to create culturally inclusive digital products. The study highlights actionable strategies, such as adopting structured navigation for Japanese users and leveraging customizable and engaging features for Russian audiences, thus enabling tailored communication approaches.

However, the study encountered limitations, including a reliance on self-reported data and a primary focus on intranet tools, which may not generalize across broader digital platforms. External factors, such as age, profession, and prior digital exposure, were also not accounted for, which could influence user preferences.

Future research should address these limitations by broadening the scope to include other cultural contexts and digital platforms. Longitudinal studies could further explore the dynamic evolution of user preferences in response to technological advancements and global exposure. Additionally, examining generational shifts and their impact on cultural dimensions could provide deeper insights into digital communication trends.

In summary, this research highlights the critical interplay between culture and digital adaptation, providing a foundation for developing communication products that resonate with diverse cultural audiences. Continued exploration in this field will be instrumental in bridging global practices with local nuances, fostering inclusive and effective digital communication strategies.

References:

1. Hofstede, G. (1984). Culture's Consequences: International Differences in Work-Related Values. SAGE Publications. Chapters 4–6, pp. 53–120.
2. Marcus, A., & Gould, E. W. (2000). Cultural Dimensions and Global Web Design: What? So What? Now What?Key points discussed on pp. 7–15.
3. Nisbett, R. E. (2003). The Geography of Thought: How Asians and Westerners Think Differently... and Why. Free Press. Chapters on differences in thought processes, pp. 120–170.
4. Shneiderman, B., & Plaisant, C. (2004). Designing the User Interface: Strategies for Effective Human-Computer Interaction. Pearson Education. Cultural aspects discussed in chapters, pp. 405–450.
5. Cyr, D., Head, M., & Larios, H. (2010). Colour Appeal in Website Design Within and Across Cultures: A Multi-Method Evaluation. International Journal of Human-Computer Studies, 68(1–2), pp. 1–21.
6. Kaptelinin, V., & Nardi, B. A. (2006). Acting with Technology: Activity Theory and Interaction Design. MIT Press. Focus on cultural interaction, pp. 150–185.
7. Tractinsky, N. (1997). Aesthetics and Apparent Usability: Empirically Assessing Cultural and Methodological Issues.Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, pp. 115–122. Referenced pages: 117–120.