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A Framework for Cultural Localization of Websites and for Improving Their Commercial Utilization

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Radim Čermák at Prague University of Economics and Business
Radim Čermák
Zdenek Smutny at Prague University of Economics and Business
Zdenek Smutny
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Abstract

Cultural localization of websites is at present a relevant topic that has a potential to increase the commercial use of the websites of companies that operate or want to operate in multiple countries or regions. This chapter presents a basic survey of websites as culturally sensitive media. It is based on an extensive research of available literature on the subject and comprises more than 80 studies. These sources show that the study of the interconnectedness of culture and websites is examined primarily by using Hofstede's and Hall's cultural dimensions. The main part of the chapter is a detailed analysis of 14 seminal studies focusing on cultural localization of websites, and a subsequent aggregation of the individual conclusions arising from them. This is the basis on which a holistic Framework was created, connecting a total of more than 150 cultural features to the respective cultural dimensions. The proposed Framework can be used by web specialists for cultural localization of websites.
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Chapter 13
DOI: 10.4018/978-1-5225-2727-5.ch013
ABSTRACT
Cultural localization of websites is at present a relevant topic that has a potential to increase the com-
mercial use of the websites of companies that operate or want to operate in multiple countries or regions.
This chapter presents a basic survey of websites as culturally sensitive media. It is based on an extensive
research of available literature on the subject and comprises more than 80 studies. These sources show
that the study of the interconnectedness of culture and websites is examined primarily by using Hofstede’s
and Hall’s cultural dimensions. The main part of the chapter is a detailed analysis of 14 seminal studies
focusing on cultural localization of websites, and a subsequent aggregation of the individual conclusions
arising from them. This is the basis on which a holistic Framework was created, connecting a total of
more than 150 cultural features to the respective cultural dimensions. The proposed Framework can be
used by web specialists for cultural localization of websites.
INTRODUCTION
With the development of computers, Internet, and information literacy, websites have become more
important for companies, individuals, and public or governmental institutions. Websites today are
among the most important information channels. The Internet also contributes to the development of
globalization. Many companies today operate outside the country of their origin and become a part of
the market with different cultural habits. This fact leads to a necessity for adapting the communication
A Framework for Cultural
Localization of Websites
and for Improving Their
Commercial Utilization
Radim Cermak
University of Economics, Czech Republic
Zdenek Smutny
University of Economics, Czech Republic
Fulltext available in personal homepage space
http://nb.vse.cz/~xsmuz00/files/A-Framework-for-Cultural-Localization-of-Websites.pdf
220
A Framework for Cultural Localization of Websites
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ADDITIONAL READING
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KEY TERMS AND DEFINITIONS
Cultural Adaptation of Websites: Process of adjustment of culturally sensitive parts of websites. It
is a synonym for cultural localization of websites. It can be found a slightly different terminology used
by various authors.
Cultural Features: The culture is represented by various features which are associated with particular
society. These features can differ across distinct cultures.
Cultural Localization: Process of adjustment of culturally sensitive parts of the product. In the field
of websites, it is mainly the localization of content and webdesign (Graphical User Interface).
Culturally Sensitive Medium: Medium that is affected by culture. This leads to the presence of
features or elements that are culture-related.
Website Elements: Elements that form a website. It means concrete elements such as search box,
menu, form, heading etc.
Website Localization: Process of adjustment of various aspects of websites in a way that correspond
to the culture, language, legislation and other aspects of the target market.
Website Properties: Properties which affect appearance or functionality of website. It can be de-
scribed in more general way.
ENDNOTE
1 In this article, a framework is understood as an artifact that connects two or more components of
the investigated system and sets the rules for their interconnection. Within the Framework proposed
in this chapter, this concerns the connection of web features and elements with cultural character-
istics, and the chapter also introduces a basic procedure for its use when designing websites that
take into account cultural differences.
... Hofstede's cultural model is a well-known model used to explore different aspects of culture and interface design [23]. Hofstede's cultural model contains six dimensions where each cultural dimension impacts interface design and how interface elements such as images, colour, typography, icon, layout, and metaphor must be considered when designing the interface [9], [14], [24]. Many studies explored users' behaviour during e-learning using Hofstede's cultural model [25]- [27]. ...
... Based on Table 6, the majority of respondents somewhat agreed with an unstructured layout compared to a structured layout (m = 3.08, sd = 1.064). The unstructured layout refers to the content arrangement in the e-learning interface design that is disorganised and freer, indicating low power distance [14], [66]. These results contradict the previous research because structured layouts are preferred in high power distance cultures with only minimum information at the first level and a deeper information hierarchy [14]. ...
... The unstructured layout refers to the content arrangement in the e-learning interface design that is disorganised and freer, indicating low power distance [14], [66]. These results contradict the previous research because structured layouts are preferred in high power distance cultures with only minimum information at the first level and a deeper information hierarchy [14]. ...
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Article
  • Jan 2011
The acceleration of globalization and the growth of emerging economies present significant opportunities for business expansion. One of the quickest ways to achieve effective international expansion is by leveraging the web, which allows for technological connectivity of global markets and opportunities to compete on a global basis. To systematically engage and thrive in this networked global economy, professionals and students need a new skill set; one that can help them develop, manage, assess and optimize efforts to successfully launch websites for tapping global markets. This book provides a comprehensive, non-technical guide to leveraging website localization strategies for global e-commerce success. It contains a wealth of information and advice, including strategic insights into how international business needs to evolve and adapt in light of the rapid proliferation of the 'Global Internet Economy'. It also features step-by-step guidelines to developing, managing and optimizing international-multilingual websites and insights into cutting-edge web localization strategies.
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