کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1019147 940395 2007 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Culture and web communications
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Culture and web communications
چکیده انگلیسی

Various studies find that marketing communications reflect specific cultures. Most of these studies conceptualize culture in terms of one cultural framework, use a two-country sample, focus on print or television advertising, and do not statistically validate the measures used. This study addresses these issues by testing the applicability of the cultural frameworks of Hofstede [Hofstede G. Culture's consequences: international differences in work-related values. California: Sage Publications, 1980] and Schwartz [Schwartz S. Beyond individualism/collectivism: new cultural dimensions of values. In: Kim U, Triandis HC, Kagitcibasi C, Choi SC, Yoon G, editors. Individualism and collectivism: theory, method, and applications. California: Sage; 1994. p.85–119] to study the reflection of culture in web communications. The article includes the results of a content analysis of web content from 15 countries. The results suggest that a combination of both frameworks, not either alone, best conceptualizes culture's influence on marketing communications. The findings and the framework guide culturally adapting an existing Taiwanese website. An experiment finds that Taiwanese informants prefer websites adaptations reflecting Taiwanese culture.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 60, Issue 3, March 2007, Pages 181–188
نویسندگان
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