Homogeneity and Heterogeneity in Cyberspace : a Comparison of Browsing Preference of Global Web-audience with Common Cultural Heritage

Abstract

The World Wide Web has been the greatest single influence that impacts on the behavior and lifestyle of the current generation. With an estimated 1.7 billion Internet users worldwide (as at end of 2009), an important question to ask is whether global participation in the cyberspace has resulted a more uniform global audience or a more diverse one encouraging regional and local culture to freely express itself. This study examined top 100 websites from five different regions (People's Republic of China, Hong Kong, Macao, Singapore, and Taiwan) to determine the extent of localization and globalization influences on Websites audience?s browsing preference.