Changing perceptions of companies' website from foreign to local : An experimental study of website localization strategies

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

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Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publication35th International Conference on Information Systems "Building a Better World Through Information Systems", ICIS 2014
PublisherAssociation for Information Systems
StatePublished - 2014

Conference

Title35th International Conference on Information Systems: Building a Better World Through Information Systems, ICIS 2014
PlaceNew Zealand
CityAuckland
Period14 - 17 December 2014

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.

Research Area(s)

  • Experiment, Prosocial, Similarity, Strategy, Website localization

Citation Format(s)

Changing perceptions of companies' website from foreign to local : An experimental study of website localization strategies. / Wu, Tailai; Sia, Choon Ling; Shi, Yani; Peng, Chih Hung; Lu, Yaobin.

35th International Conference on Information Systems "Building a Better World Through Information Systems", ICIS 2014. Association for Information Systems, 2014.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review