ArticleAuthors: Xing-Song Shi; Wen-Juan Xu (2020)
This study aims to investigate whether Chinese brands have culturally adapted their overseas websites to fit in target cultures by testing their websites developed for the US market. The cultural values depicted on 31 Chinese brands’ domestic websites, their overseas Sino-US websites and 31 US brands’ domestic websites were evaluated and compared based on a complementary cultural typology drawn from Geert Hofstede’s (1980) and Shalom Schwartz’s (1992) theories. The results showed that Chinese brands generally had not satisfactorily adapted their Sino-US websites to American culture, as adequate adaptation had only been detected on the dimension of Uncertainty Avoidance. But through mor... 
