The Culturally Customized Web Site
In The Culturally Customized Web Site, Nitish Singh and Arun Pereira focus on cultural aspects of international website design, honing in on three objectives:
* First, to present a review and survey results on standardization/localization issues on the web
* Second, to present a scientifically tested framework to design culturally adapted international websites, and provide marketers and web designers with practical web localization tools
* Third, to show readers the power and effectiveness of culturally customized websites
This is the first book to address the issue of website standardization, localization—or what the authors refer to as “cultural customization”. Little evidence has been accumulated to show whether international consumers prefer to browse and buy from standardized global websites or websites adapted to local cultures. The Culturally Customized Web Site provides insights into whether the web is a culturally neutral medium of communication or a medium impregnated with cultural values. Also presented is empirical evidence as to whether local consumers prefer standardized websites or websites adapted to their culture.
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Advertising Research Arab World Attitude behavior brand chapter China clear gender roles collectivism collectivist collectivist societies color communication consumers Country Scores country-specific Cross-Cultural Cultural Adaptation cultural customization Cultural Values Framework Culture’s Consequences customer service customizing web sites depict designing web sites e-commerce East Africa emphasize English example feminine FIGURE Forrester Research gender roles German Global Marketing high context cultures high power distance high uncertainty avoidance HIGH-LOW CONTEXT Hofstede Hofstede’s icons important India individual INDIVIDUALISM-COLLECTIVISM International Marketing Internet Italy Japan Japanese web sites Journal of Advertising language low context cultures loyalty Malaysia Marks and Spencer masculine cultures MASCULINITY-FEMININITY Mexico Mooij Mueller Netherlands perception and symbolism Pollay power distance Purchase intention relevant Sage Publications Sapir-Whorf hypothesis Singh and Baack Singh and Matsuo Study of U.S. Switzerland Taiwan tion translation tures uncertainty avoidance uncertainty avoidance cultures unique United United Arab Emirates Zhao