中美公司网站的跨文化比较
发布时间：2023-08-05 19:38
互联网在世界范围的迅速发展和普及,促进了各国人们之间的交流,推动了电子商务的发展,使越来越多的企业参与到全球网络营销活动中。面对语言和文化背景各不相同的各国目标顾客群,网络营销公司要取得成功,关键在于设计出能吸引更多顾客,并与顾客建立信任和忠诚的网站。这要求在了解不同目标顾客的文化价值观、思维和习惯的基础上,把整个网站内容与目标群体的语言文化紧密地结合起来,所以需要广泛深入地进行关于跨文化网站方面的研究。然而,国内有关该领域的学术研究还相对滞后。 为了弥补理论研究在这一领域方面的欠缺,并为我国全球网络营销者和网站设计者提供一些借鉴和启示,本文从跨文化的角度对中美公司网站进行了探讨。本文以Hofstede的个人主义——集体主义、权力距离维度以及Hall的高低语境文化和与之相关联整合的美国学者Nitish Singh的跨文化网站分析模式为理论基础,这三个理论构建了度量和检验反应在公司网站的文化价值观差异的框架结构。本研究采用内容分析法对财富500强中40家美国公司网站和全球华人名牌网华商500强中的40家中国公司网站进行了分析。 通过内容比较分析发现中美公司网站在强调公司的社会责任、公司行...
【文章页数】：74 页
【学位级别】：硕士
【文章目录】：
摘要 Abstract Contents Chapter 1 Introduction
1.1 General Statement
1.2 Rationale of the Present Study
1.3 Objectives and Focus of the Present Study
1.4 Significance of the Present Study
1.5 Organization of the Present Study Chapter 2 Literature review
2.1 The Internet, Websites and International Marketing
2.1.1 Website as a Marketing Communication Channel
2.1.2 Global E-Commerce Development
2.1.3 Challenges for International Marketers
2.2 Culture and Frameworks for Understanding Cultural Differences
2.2.1 The Definitions of Culture
2.2.2 Cultural Frameworks
2.3 Culture and Its Influence on Company Websites
2.4 Previous Cross-cultural Researches Using Cultural Values to Study Website
2.5 Nitish Singh's cross-cultural studies on websites
2.5.1 Nitish Singh's Major Researches Relevant to the Present Study
2.6 Comments on the previous cross-cultural studies on websites Chapter 3 Analytical Framework for Evaluating Cultural Values on Reflected on Websites
3.1 General Statement
3.2 Reasons for Choosing Hofstede's Dimensions and Hall's High- & Low-context Cultures
3.3 Nitish Singh's Cultural Category Framework for Analyzing Website Chapter 4 Hypotheses and Methodology
4.1 General statement
4.2 Hypotheses
4.2.1 Collectivism vs. Individualism
4.2.2 Power Distance
4.2.3 High-context Culture vs. Low-context Culture
4.3 Methodology
4.3.1 Content analysis
4.3.2 Country Selection
4.3.3 Sample Selection
4.3.4 Coding
4.3.5 Statistical analysis Chapter 5 Results of the Research
5.1 Results of the Research
5.1.1 Collectivism
5.1.2 Individualism
5.1.3 Power Distance
5.1.4 High-Context Cultures
5.1.5 Low-Context Cultures Chapter 6 Discussion
6.1 General Statement
6.2 Similarities on the Chinese and the American Company Websites
6.2.1 Collectivism
6.2.2 Power Distance
6.2.3 Low-context culture
6.3 Differences on Chinese and American Company Websites
6.3.1 Collectivism
6.3.2 Individualism
6.3.3 Power distance
6.3.4 High-context culture
6.3.5 Low-context culture Chapter 7 Implications and Limitations
7.1 Implication to International Marketers
7.2 Guidelines for Developing Websites for Chinese and American Customers
7.3 Limitation and Suggestions for Future Research Bibliography Acknowledgements Appendix 在学期间的研究成果及发表的学术论文
本文编号：3839217
【文章页数】：74 页
【学位级别】：硕士
【文章目录】：
摘要 Abstract Contents Chapter 1 Introduction
1.1 General Statement
1.2 Rationale of the Present Study
1.3 Objectives and Focus of the Present Study
1.4 Significance of the Present Study
1.5 Organization of the Present Study Chapter 2 Literature review
2.1 The Internet, Websites and International Marketing
2.1.1 Website as a Marketing Communication Channel
2.1.2 Global E-Commerce Development
2.1.3 Challenges for International Marketers
2.2 Culture and Frameworks for Understanding Cultural Differences
2.2.1 The Definitions of Culture
2.2.2 Cultural Frameworks
2.3 Culture and Its Influence on Company Websites
2.4 Previous Cross-cultural Researches Using Cultural Values to Study Website
2.5 Nitish Singh's cross-cultural studies on websites
2.5.1 Nitish Singh's Major Researches Relevant to the Present Study
2.6 Comments on the previous cross-cultural studies on websites Chapter 3 Analytical Framework for Evaluating Cultural Values on Reflected on Websites
3.1 General Statement
3.2 Reasons for Choosing Hofstede's Dimensions and Hall's High- & Low-context Cultures
3.3 Nitish Singh's Cultural Category Framework for Analyzing Website Chapter 4 Hypotheses and Methodology
4.1 General statement
4.2 Hypotheses
4.2.1 Collectivism vs. Individualism
4.2.2 Power Distance
4.2.3 High-context Culture vs. Low-context Culture
4.3 Methodology
4.3.1 Content analysis
4.3.2 Country Selection
4.3.3 Sample Selection
4.3.4 Coding
4.3.5 Statistical analysis Chapter 5 Results of the Research
5.1 Results of the Research
5.1.1 Collectivism
5.1.2 Individualism
5.1.3 Power Distance
5.1.4 High-Context Cultures
5.1.5 Low-Context Cultures Chapter 6 Discussion
6.1 General Statement
6.2 Similarities on the Chinese and the American Company Websites
6.2.1 Collectivism
6.2.2 Power Distance
6.2.3 Low-context culture
6.3 Differences on Chinese and American Company Websites
6.3.1 Collectivism
6.3.2 Individualism
6.3.3 Power distance
6.3.4 High-context culture
6.3.5 Low-context culture Chapter 7 Implications and Limitations
7.1 Implication to International Marketers
7.2 Guidelines for Developing Websites for Chinese and American Customers
7.3 Limitation and Suggestions for Future Research Bibliography Acknowledgements Appendix 在学期间的研究成果及发表的学术论文
本文编号：3839217
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