In an online business context, cultural adaptation (Singh and Matsuo, 2004) or localization (Cyr and Trevor-Smith, 2004; Okazaki, 2004) is the intensive process of designing or adapting a website to accommodate the culture-specific needs of online customers in host markets. The current doctoral research aims to investigate whether cultural adaptation improves the effectiveness of e-commerce websites and which website features are important in this matter. This study, as such, aspires to (1) deliver a substantial contribution to the standardization/adaptation debate following the recommendations made by Taylor (2005) and (2) meet the need for systematic cross-cultural studies on the effectiveness of website design aspects appealed for by Cyr (2008).
Original languageEnglish
Title of host publicationProceedings of e-commerce 2009
EditorsSandeep Krishnamurthy
PublisherInternational Association for Development of the Information Society
Pages251-255
Number of pages5
ISBN (Print)978-972-8924-89-8
Publication statusPublished - 19 Jun 2009
EventFinds and Results from the Swedish Cyprus Expedition: A Gender Perspective at the Medelhavsmuseet - Stockholm, Sweden
Duration: 21 Sep 200925 Sep 2009

Conference

ConferenceFinds and Results from the Swedish Cyprus Expedition: A Gender Perspective at the Medelhavsmuseet
CountrySweden
CityStockholm
Period21/09/0925/09/09

    Research areas

  • culture, website design, effectiveness

ID: 1835482