Cultural Adaptation on the Web: A Comparative Analysis of Domestic and English Websites of Chinese Companies
Nowadays, more and more Chinese companies devote much effort to their corporate websites design, and intercultural website design has become a newly emerging branch of intercultural communication studies.To explore to what extent Chinese companies make cultural adaptation on their English websites, this study employs a comparative analysis of domestic and English websites of 31 Chinese companies.Based on Hofstede”s (1980) four cultural dimensions and Hall”s (1976) context dimensions, a modified framework for intercultural websites analysis proposed by Singh & Matsuo (2004) is used to evaluate the degree of cultural adaptation of sample companies” websites.Results show that cultural adaptation has been practiced to some extent by Chinese companies on their English websites, but generally this adaptation is not significant statistically and is still at an early stage.Therefore, web designers and marketing practitioners need to better understand local culture of target market in order to improve the effectiveness of intercultural online marketing in the future.
Intercultural Business Communication Cultural Adaptation Corporate Website
白艳
西安外国语大学 陕西西安710128
国内会议
成都
英文
2-15
2010-10-29（万方平台首次上网日期，不代表论文的发表时间）