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...

ver descrição completa

Detalhes bibliográficos
Autor: Okazaki, Shintaro
Tipo de documento: artigo
Data de publicação:2004
País:España
Recursos:Universidad Autónoma de Madrid
Repositório:Biblos-e Archivo. Repositorio Institucional de la UAM
Idioma:inglês
OAI Identifier:oai:repositorio.uam.es:10486/668830
Acesso em linha:http://hdl.handle.net/10486/668830
https://dx.doi.org/10.1080/1019678042000175306
Access Level:Acceso aberto
Palavra-chave:Internet
Culture
Japan
Marketing communications
Multinationals
Website
Economía
Empresa
id ES_0df0bb4579ed3840e8a817a0c092e4c5
oai_identifier_str oai:repositorio.uam.es:10486/668830
network_acronym_str ES
network_name_str España
repository_id_str
spelling Does culture matter?:Identifying cross-national dimensions in Japanese multinational's product-based websitesOkazaki, ShintaroInternetCultureJapanMarketing communicationsMultinationalsWebsiteEconomíaEmpresaDespite 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.Taylor & FrancisDepartamento de Financiación e Investigación ComercialFacultad de Ciencias Económicas y Empresariales20042004-01-01research articlehttp://purl.org/coar/resource_type/c_2df8fbb1AMhttp://purl.org/coar/version/c_ab4af688f83e57aainfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10486/668830https://dx.doi.org/10.1080/1019678042000175306reponame:Biblos-e Archivo. Repositorio Institucional de la UAMinstname:Universidad Autónoma de MadridInglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:repositorio.uam.es:10486/6688302026-06-23T12:46:27Z
dc.title.none.fl_str_mv Does culture matter?:Identifying cross-national dimensions in Japanese multinational's product-based websites
title Does culture matter?:Identifying cross-national dimensions in Japanese multinational's product-based websites
spellingShingle Does culture matter?:Identifying cross-national dimensions in Japanese multinational's product-based websites
Okazaki, Shintaro
Internet
Culture
Japan
Marketing communications
Multinationals
Website
Economía
Empresa
title_short Does culture matter?:Identifying cross-national dimensions in Japanese multinational's product-based websites
title_full Does culture matter?:Identifying cross-national dimensions in Japanese multinational's product-based websites
title_fullStr Does culture matter?:Identifying cross-national dimensions in Japanese multinational's product-based websites
title_full_unstemmed Does culture matter?:Identifying cross-national dimensions in Japanese multinational's product-based websites
title_sort Does culture matter?:Identifying cross-national dimensions in Japanese multinational's product-based websites
dc.creator.none.fl_str_mv Okazaki, Shintaro
author Okazaki, Shintaro
author_facet Okazaki, Shintaro
author_role author
dc.contributor.none.fl_str_mv Departamento de Financiación e Investigación Comercial
Facultad de Ciencias Económicas y Empresariales
dc.subject.none.fl_str_mv Internet
Culture
Japan
Marketing communications
Multinationals
Website
Economía
Empresa
topic Internet
Culture
Japan
Marketing communications
Multinationals
Website
Economía
Empresa
description 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.
publishDate 2004
dc.date.none.fl_str_mv 2004
2004-01-01
dc.type.none.fl_str_mv research article
http://purl.org/coar/resource_type/c_2df8fbb1
AM
http://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10486/668830
https://dx.doi.org/10.1080/1019678042000175306
url http://hdl.handle.net/10486/668830
https://dx.doi.org/10.1080/1019678042000175306
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Taylor & Francis
publisher.none.fl_str_mv Taylor & Francis
dc.source.none.fl_str_mv reponame:Biblos-e Archivo. Repositorio Institucional de la UAM
instname:Universidad Autónoma de Madrid
instname_str Universidad Autónoma de Madrid
reponame_str Biblos-e Archivo. Repositorio Institucional de la UAM
collection Biblos-e Archivo. Repositorio Institucional de la UAM
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869403367948681216
score 15.300719

Registros relacionados