It is logical to deduce that organizations will customize their web sites to the cultural
preferences of their target audience. This research aims to investigate whether organizations in
reality do conform to this assumption. This research surveyed the websites of five companies
that have both an English site targeted at customers in the U.S., and a Chinese site targeted at
customers in Taiwan. It is evident from the survey that the sample websites tend to adopt a
neutral stance when facing audience of diverse culture backgrounds. Cultural guidance might
serve a better list of “Don’ts” rather than “Do’s.
Asia Pacific Management Review, 8(4), 467-482 亞太管理評論, 8(4), 467-482