TY  - JOUR
AB  - With the growth of worldwide e‐commerce, companies are increasingly targeting foreign online consumers. However, there is a dearth of evidence as to whether global consumers prefer to browse and buy from standardized global web sites or web sites adapted to their local cultures. This study provides evidence from five different countries as to whether global consumers prefer local web content or standardized web content. The study also measures how the degree of cultural adaptation on the web affects consumer perception of site effectiveness.
VL  - 12
IS  - 1
SN  - 1525-383X
DO  - 10.1108/1525383X200400004
UR  - https://doi.org/10.1108/1525383X200400004
AU  - Singh Nitish
AU  - Furrer Olivier
AU  - Ostinelli Massimiliano
PY  - 2004
Y1  - 2004/01/01
TI  - To Localize or to Standardize on the Web: Empirical Evidence from Italy, India, Netherlands, Spain, and Switzerland
T2  - Multinational Business Review
PB  - Emerald Group Publishing Limited
SP  - 69
EP  - 88
Y2  - 2024/04/23
ER  -