Impact of Business Cultural Values on Web Homepage Design That May Hinder International Business

Abstract

Because of the globalized use of the Internet, companies of most countries rely heavily on websites for the sale of their products and services internationally. However, a company’s website, no matter how nicely designed in terms of graphics used and information provided, may still fail to achieve the expected result if it fails to consider the relevant business cultural values and conventions of the target country. This article, in light of American business values and Chinese business values and through case analyses, identifies the possible problems on those websites aiming at international business. Using specific company websites of both the United States and China and through comparison and contrast, the author analyzes problems in aspects of content, graphics, and layout in attempt to improve designers’ cultural awareness in these aspects and improve their skills for the localization of their international business websites.