How Worldwide is Marketing Communication On The World Wide Web
研究不同语言界面如何影响台湾消费者对网络搜索产品的评价，发现语言熟悉度在高差异化产品中提升评价，在低差异化产品中降低评价，且英语对消费者而言几乎等同于完全未知的语言。
<h3>ABSTRACT</h3> This study investigates the impact of different language interfaces on web-based product searches by Chinese consumers in Taiwan and how language familiarity impacts attitudes about the products found. Findings show that understanding the web-page interface language improves product evaluation when the product has high differentiation in the marketplace and is related to decreased evaluations when the level of differentiation is low. English, rather than an international language, is found to be nearly indistinguishable from a totally unknown language for both high- and low-differentiated products.