Globalization or Localization? A longitudinal study of successful American and Chinese online store websites

This paper reports the results of a longitudinal study of 2562 images on the homepages of successful American and Chinese online store websites,with the goal of determining whether cultural factors impact their visual presentation and evolution. Descriptive and statistical content analyses reveal that the U.S. and Chinese online store sites showed significant cross-national image differences from their inception; moreover, the Chinese sites diverged further from the U.S. sites over time, strengthening their own cultural identity and suggesting a trend towards localization in a diverse and dynamic world market. These findings support the view that although English-speaking Western culture is widespread in today’s Information Age, other cultures are not necessarily undermined.