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A diagnostic framework for measuring Web‐site localization
Author(s) -
Singh Nitish,
Toy Daniel R.,
Wright Lauren K.
Publication year - 2009
Publication title -
thunderbird international business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.553
H-Index - 37
eISSN - 1520-6874
pISSN - 1096-4762
DOI - 10.1002/tie.20265
Subject(s) - personalization , web site , balanced scorecard , world wide web , computer science , quality (philosophy) , measure (data warehouse) , information retrieval , business , the internet , database , process management , philosophy , epistemology
This study provides a framework for analyzing the extent of a company's Web localization efforts based on four constructs that capture the overall quality of Web localization: content localization, cultural customization, local gateways, and translation quality. The framework is used to measure Web‐site localization efforts directed toward the U.S. Hispanic online market. The results show that most U.S. Web sites emphasize translation of the Web content from English to Spanish without localizing the site in terms of navigation, graphics, colors, and other culturally relevant content. A scorecard is provided for practitioners to use in assessing and enhancing their companies' Web‐site localization efforts. © 2009 Wiley Periodicals, Inc.