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Title:
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CULTURAL ADAPTATION AND ARAB E-COMMERCE: AN EXPLORATORY STUDY |
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Author(s):
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Satya Jaya Aparna Pasi, Divakaran Liginlal |
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ISBN:
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978-972-8939-67-0 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2012 |
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Edition:
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Single |
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Keywords:
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Arab culture, usability, e-commerce, metaphor, cultural marker |
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Type:
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Full Paper |
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First Page:
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249 |
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Last Page:
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256 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This study aims at exploring the cultural adaptation of Arab e-commerce websites based on Hofstedes cultural dimensions and related guidelines developed by usability researchers for localization of websites. The results of studying a selection of fifty e-commerce websites of Arab countries show that the sites studied do not significantly reflect characteristics pertaining to a higher context culture. Additionally, the site designs do not demonstrate conformance to Arab cultural dimensions identified in Hofstedes model. The study, which is among the first to explore the e-commerce theme specific to Arab countries, is particularly relevant given the recent developments in the region and consequent implications to globalization and e-commerce. Besides providing useful guidelines for developing localized web interfaces, the study gives insights to global companies intending to establish their commercial presence in Arab countries. |
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