EFFECTIVENESS OF WEBSITE LOCALIZATION: PRACTICES FROM DIFFERENT CULTURES IN READY-TO-WEAR SECTOR
9th Annual Conference of the EuroMed-Academy-of-Business, Warszawa, Poland, 14 - 16 September 2016, pp.1351-1365, (Full Text)
- Publication Type: Conference Paper / Full Text
- Volume:
- City: Warszawa
- Country: Poland
- Page Numbers: pp.1351-1365
- Keywords: Localization, Cultural distance, Satisfaction, Websites, Ready-to-wear sector, Hofstede, Effectiveness, WEB SITES
- Dokuz Eylül University Affiliated: Yes
Abstract
Despite the fact that recently the world has become a global village, localization still keeps its importance when it comes to creating websites. It is important to have an effective localization, in order to have an effective website. Cultural distance might also have a role in the localization level of websites from different cultures. One of the most important indicators of an effective website would be the satisfaction consumers get from that website. Therefore; the present study aims to explain the effectiveness of websites through localization with satisfaction elements taking into consideration the effect of cultural distance in ready-to-wear sector. The study is composed of three phases: conducting a cluster analysis to find out cultural differences and to select website brands; evaluation of localization levels by a jury of academicians using KJ method and conducting an online survey to determine the effectiveness of the selected websites.