Globalization Insider

In this issue…

The Translation Challenge at the European Commission: Multilingualism as a Democratic Right (premium) • Karl-Johan Lönnroth, Director-General, Directorate-General for Translation, European Commission
Interviewed by Rebecca Ray, Managing Editor, LISA
Cultural Customization: The Next Imperative in Web Design (premium) • Nitish Singh, Associate Professor, California State University at Chico - USA
Arun Pereira, Associate Professor, Saint Louis University - USA
Google-ization: How It Will Impact the GILT Community (premium) • Curt Porritt, President and CEO, 10x Marketing
A Billion Users and Counting ….

Cultural Customization: The Next Imperative in Web Design

Nitish Singh, Associate Professor, California State University at Chico - USA
Arun Pereira, Associate Professor, Saint Louis University - USA

In the book, The Culturally Customized Web Site (Elsevier, Inc. 2005), Professors Nitish Singh and Arun Pereira propose cultural customization as the new frontier in localization. Their research on this topic reveals that the benefits of cultural customization include: (1) higher web site usability, accessibility and interactivity, (2) a more favorable attitude towards the site, (3) increased browsing comfort, and (4) an increase in purchase intentions. The book offers 36 web site features (all empirically tested) that are the basis for cultural customization. For more details (including a Cultural IQ Test), visit: http://www.theculturallycustomizedwebsite.com.

The following is the second of two excerpts from the book. Click here for part 1.

Note: Examples of web sites used in the book were collected during 2004.

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