The impact of cultural adaptation on the effectiveness of e-commerce websites Vrije Universiteit Brussel
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 ...