A cross‐cultural analysis of German, Chinese and Indian consumers' perception of web site adaptation

The aim of this study is to provide empirical evidence, using the theory of planned behavior, as to whether local consumers prefer culturally adapted web sites or standardized web sites The study contributes to the existing literature by showing that consumers from Germany, China, and India prefer web sites adapted to their local culture, and that culture influences consumer beliefs, attitudes, and purchase intention on the web. Copyright © 2006 John Wiley & Sons, Ltd.

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