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In The Culturally Customized Web Site, Nitish Singh and Arun Pereira focus on cultural aspects of international website design, honing in on three objectives…

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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.

Preface ix

Foreword xi

1. Culture: The New Imperative in Web Design 1

2. The Rationale for Cultural Customization 23

3. A Cultural Values framework for Web Design 53

4. Cultural Customization: Individualism-Collectivism 71

5. Cultural Customization: Uncertainty Avoidance 93

6. Cultural Customization: Power Distance 111

7. Cultural Customization: Masculinity-Femininity 125

8. Cultural Customization: High-Low Context 139

9. Cultural Customization: The Future is Here 151

Index 161

Product Details

Publisher: Butterworth-Heinemann 2005 | 176 Pages | ISBN: 0750678496 | PDF | 8.3 MB

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