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Strategic Insights into Localizing Web Communications: Evidence from South Korea

Strategic Insights into Localizing Web Communications: Evidence from South Korea Abstract Strategic Insights into Localizing Web Communications: Evidence from South Korea Ji Eun Park Cleveland State University The objectives of this study are firstly, to explore cultural values of South Korean websites; secondly, to investigate whether multinational companies take a standardized global web strategy or culturally localize website contents for foreign markets; and lastly, to examine whether a regionalized web strategy can be used for countries that have low cultural distance. Content analysis was conducted to measure and explore website localization efforts by South Korean local companies, and U.S. and Japanese multinational enterprises in their home markets as well as in their host markets when localizing web content for South Korean B-to-C e-commerce markets. The findings from the study revealed that Korean cultural values are reflected on their local websites, that U.S. multinational firms are not culturally adapting their websites for Korean consumers, and that Japanese multinational corporations follow a standardized website strategy for Korean online shoppers. Wootae Chun University of Northern British Columbia Keywords: E-commerce, Localization, Cultural Customization, Website, Culture, South Korea Nitish Singh Saint Louis University Francisco Tigre Moura Bonn International University of Applied Sciences (IUBH) Introduction E-commerce is a truly global phenomenon (Alhorr et al., http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png ACM SIGMIS Database: the DATABASE for Advances in Information Systems Association for Computing Machinery

Strategic Insights into Localizing Web Communications: Evidence from South Korea

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References (80)

Publisher
Association for Computing Machinery
Copyright
Copyright © 2017 by ACM Inc.
ISSN
0095-0033
DOI
10.1145/3130515.3130520
Publisher site
See Article on Publisher Site

Abstract

Abstract Strategic Insights into Localizing Web Communications: Evidence from South Korea Ji Eun Park Cleveland State University The objectives of this study are firstly, to explore cultural values of South Korean websites; secondly, to investigate whether multinational companies take a standardized global web strategy or culturally localize website contents for foreign markets; and lastly, to examine whether a regionalized web strategy can be used for countries that have low cultural distance. Content analysis was conducted to measure and explore website localization efforts by South Korean local companies, and U.S. and Japanese multinational enterprises in their home markets as well as in their host markets when localizing web content for South Korean B-to-C e-commerce markets. The findings from the study revealed that Korean cultural values are reflected on their local websites, that U.S. multinational firms are not culturally adapting their websites for Korean consumers, and that Japanese multinational corporations follow a standardized website strategy for Korean online shoppers. Wootae Chun University of Northern British Columbia Keywords: E-commerce, Localization, Cultural Customization, Website, Culture, South Korea Nitish Singh Saint Louis University Francisco Tigre Moura Bonn International University of Applied Sciences (IUBH) Introduction E-commerce is a truly global phenomenon (Alhorr et al.,

Journal

ACM SIGMIS Database: the DATABASE for Advances in Information SystemsAssociation for Computing Machinery

Published: Aug 2, 2017

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