Web Strategies to Promote Internet Shopping: Is Website Localization Needed?

Project: Research

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Website localization has been played an important role in guiding the website design for global e-commerce. This research focuses on web localization strategies that customize a website for a specific country and makes a website seem natural or “local” to their consumers. Drawing on consumer-company identification perspective, we propose two main web localization strategies and their sub-strategies: web similarity strategy (bondbased vs identity-based) and web prosocial strategy (in-role vs extra-role). We hypothesize that web similarity strategy (web pro-social strategy) influences perceived relatedness (perceived support), which, in turn, enhance consumer’s purchase intention. To examine our hypotheses, we plan to recruit our subjects in China and conducted a between-subject laboratory experiment. We expect our findings to have significant theoretical and practical implications.


Project number9042724
Grant typeGRF
Effective start/end date1/01/19 → …