Changing perceptions of companies' website from foreign to local: An experimental study of website localization strategies
Journal
35th International Conference on Information Systems "Building a Better World Through Information Systems", ICIS 2014
ISBN
9781634396943
Date Issued
2014
Author(s)
Abstract
Website localization is important for companies to do business in the international market. This paper-in-progress explores website localization strategies and their effects. Drawing from social identity paradigm, we develop two website localization strategies: Similarity strategy (leveraging similarities with local people to positively influence consumer attitude towards foreign companies' websites in website design) and Prosocial strategy (bringing benefits to local people to enhance consumer attitude towards foreign companies' websites in website design). We also propose hypotheses about how these two strategies affect perceived website localization, trust and purchase intention through perceived similarity and perceived support. An experimental study will be conducted to validate the hypotheses in Mainland, China.
Subjects
Experiment; Prosocial; Similarity; Strategy; Website localization
Other Subjects
Behavioral research; Experiments; Information systems; Information use; International trade; Web Design; Consumer attitudes; Foreign companies; International markets; Prosocial; Purchase intention; Similarity; Strategy; Website localizations; Websites
Publisher
Association for Information Systems
Type
conference paper