Web Site Adaptation: A Cross-Cultural Comparison of U.S. and Mexican Web Sites

In the marketing and advertising literature very few studies have addressed the issue of Web site standardization or localization, and there is a debate as to whether Web sites are culturally neutral or culturally sensitive documents. To address this confusion and deficit in the literature, this research studies how cultural values are reflected in American and Mexican Web sites. A content analysis of American and Mexican Web pages indicates that there are significant differences in the depiction of local cultural values on the Web.