Adaptation of cultural content: evidence from B2C e‐commerce firms

TLDR

The study investigates how cultural differences influence the level of web‑site adaptation required for B2C e‑commerce firms to effectively target consumers worldwide. Using a content‑analysis framework, the authors examined cultural values on US, French, and German sites and applied MANOVA with Tukey post‑hoc tests to detect differences. Results indicate that each country’s sites reflect its own cultural values and that firms modify foreign sites to align with target country values, though the adaptation remains limited. This research expands understanding of web adaptation and standardization for B2C e‑commerce firms.

Abstract

Purpose To effectively target and reach consumers on the worldwide web, companies need to determine what level of web site adaptation is necessary. Explores how cultural differences affect adaptation of web content by B2C e‐commerce firms. Design/methodology/approach This study uses a content analysis framework to systematically analyze the cultural values depicted on the web pages of US, French and German web sites. To test for differences in the depiction of cultural values on different country web sites, a MANOVA was conducted, followed by a Tukey (HSD) post hoc analysis. Findings Evidence is found that local country web sites depict the cultural values of that country. Additionally, the study finds that companies adapt their foreign web sites to the cultural values of the target country, but that this adaptation is not yet extensive. Originality/value This research adds value by extending understanding of the issues of adaptation and standardization on the web in general, and by B2C e‐commerce firms in particular.