Does culture matter?:Identifying cross-national dimensions in Japanese multinational's product-based websites
Despite the increasing importance of marketing communication on the World Wide Web, little effort has been made to shed light on the role of culture in how multinationals’ create websites for home-country and hostcountry markets. This study aims to explore cross-national differences in the productba...
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2004 |
| País: | España |
| Institución: | Universidad Autónoma de Madrid |
| Repositorio: | Biblos-e Archivo. Repositorio Institucional de la UAM |
| Idioma: | inglés |
| OAI Identifier: | oai:repositorio.uam.es:10486/668830 |
| Acceso en línea: | http://hdl.handle.net/10486/668830 https://dx.doi.org/10.1080/1019678042000175306 |
| Access Level: | acceso abierto |
| Palabra clave: | Internet Culture Japan Marketing communications Multinationals Website Economía Empresa |
| Sumario: | Despite the increasing importance of marketing communication on the World Wide Web, little effort has been made to shed light on the role of culture in how multinationals’ create websites for home-country and hostcountry markets. This study aims to explore cross-national differences in the productbased websites created by Japanese firms for two different markets, Japan (home country) and the USA (host country). A theoretical framework was based on Hall’s (1976) high versus low cultural context. Five hypotheses were formulated to empirically test three principal variables: information content, creative strategies and cultural values. A content analysis of 100 websites was performed by native coders. The multivariate discriminant analysis revealed that the two market samples were successfully classified according to their cultural affiliations for all the variables examined. However, the findings provide only limited support for the proposed links between cultural context and web content in term of information cues, cultural values and creative strategies. Specifically, while the multivariate discriminant analysis confirmed that the two market samples were statistically classifiable into their cultural affiliations for all variables, it failed to recognize widely accepted culture-specific influences: a greater usage of collectivism and emotional appeals in the Japanese market sample. Nevertheless, a higher informativeness remains its significant discriminator. |
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