Elena Vitkauskaitė


The rapid development of information communication technologies and the growing number of internet users, with an increasing proportion of non-English speaking people, companies intending to develop its activities in the global virtual space, face the challenge of how to adapt their web content to consumers of different target markets. The article aims to highlight the ways in which cross-cultural differences can be revealed in the development and usage of the web site. Following the scientific sources analysis there were identified possible failure reasons of attempts to adapt the web site content, as well as the elements of web pages, which reflect the perceptional, behavioral, and symbolic levels of culture. In the analysis mainly focuses on the behavioral level of culture. There are few examples provided in order to illustrate reflection of some of the cultural dimensions in the contents of web sites targeted at users in a specific culture.


website; culture; cross-cultural difference; e-business.

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Print ISSN: 1822-6515
Online ISSN: 2029-9338