Does Culturally Adapted Online Communication Work? A Study of American and Chinese Internet Users’ Attitudes and Preferences Toward Culturally Customized Web Design Elements

Various scholars have argued that today's multicultural online marketplace necessitates cultural adaptation of Web communications. This argument has largely been based on the assumption that culture, as a source of acceptable norms and behaviors, influences online expectations, preferences, and experiences. Few, however, have questioned the validity of this assumption. Our study aims to fill that gap. It examines whether Internet users’ cultural...