The Impact of Cultural Customization on the Ease of Use of Global Companies’ Web Sites
The purpose of this research is to investigate the impact of the degree to which global companies’ web sites are adapted to local culture, i.e. cultural customization on web sites, on local consumers’ ease of use of the web sites. We also examine the moderating effect of regulatory focus on the impa...
| Main Authors: | , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2020-06-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/40/1/40_2020.035/_html/-char/en |
| _version_ | 1828114706930335744 |
|---|---|
| author | Mai Kikumori Ryuta Ishii |
| author_facet | Mai Kikumori Ryuta Ishii |
| author_sort | Mai Kikumori |
| collection | DOAJ |
| description | The purpose of this research is to investigate the impact of the degree to which global companies’ web sites are adapted to local culture, i.e. cultural customization on web sites, on local consumers’ ease of use of the web sites. We also examine the moderating effect of regulatory focus on the impact of cultural customization on web sites. We perform a content analysis of Japanese websites for American companies and conduct a consumer survey. The results of the empirical analysis show that cultural customization has a positive impact on perceived presentation and navigation on the web sites, and that promotion focus enhances the positive impact of cultural customization. These results imply that global companies should reflect local cultural values on their websites and that cultural customization is more effective for promotion-focused, rather than prevention-focused consumers. |
| first_indexed | 2024-04-11T12:29:54Z |
| format | Article |
| id | doaj.art-2a72efb117394ad6b66b1d91ddcf7be8 |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-11T12:29:54Z |
| publishDate | 2020-06-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-2a72efb117394ad6b66b1d91ddcf7be82022-12-22T04:23:48ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692020-06-01401566710.7222/marketing.2020.035marketingThe Impact of Cultural Customization on the Ease of Use of Global Companies’ Web SitesMai Kikumori0Ryuta Ishii1Faculty of Business and Administration, Ritsumeikan University, JapanFaculty of Economics, Fukui Prefectural University, JapanThe purpose of this research is to investigate the impact of the degree to which global companies’ web sites are adapted to local culture, i.e. cultural customization on web sites, on local consumers’ ease of use of the web sites. We also examine the moderating effect of regulatory focus on the impact of cultural customization on web sites. We perform a content analysis of Japanese websites for American companies and conduct a consumer survey. The results of the empirical analysis show that cultural customization has a positive impact on perceived presentation and navigation on the web sites, and that promotion focus enhances the positive impact of cultural customization. These results imply that global companies should reflect local cultural values on their websites and that cultural customization is more effective for promotion-focused, rather than prevention-focused consumers.https://www.jstage.jst.go.jp/article/marketing/40/1/40_2020.035/_html/-char/eninternational marketingstandardization and adaptatione-businessregulatory focuscontent analysis |
| spellingShingle | Mai Kikumori Ryuta Ishii The Impact of Cultural Customization on the Ease of Use of Global Companies’ Web Sites Maketingu Janaru international marketing standardization and adaptation e-business regulatory focus content analysis |
| title | The Impact of Cultural Customization on the Ease of Use of Global Companies’ Web Sites |
| title_full | The Impact of Cultural Customization on the Ease of Use of Global Companies’ Web Sites |
| title_fullStr | The Impact of Cultural Customization on the Ease of Use of Global Companies’ Web Sites |
| title_full_unstemmed | The Impact of Cultural Customization on the Ease of Use of Global Companies’ Web Sites |
| title_short | The Impact of Cultural Customization on the Ease of Use of Global Companies’ Web Sites |
| title_sort | impact of cultural customization on the ease of use of global companies web sites |
| topic | international marketing standardization and adaptation e-business regulatory focus content analysis |
| url | https://www.jstage.jst.go.jp/article/marketing/40/1/40_2020.035/_html/-char/en |
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