Earticle

초록

영어

This study examines how cultural values were reflected and expressed on the local web sites (Korea, China, and U.S.A.) of global companies in the consumer goods industry. In particular, the web site of companies in the consumer goods industry is characterized by appropriately reflecting the changing cultural values compared to other industries, so this study intends to conduct a qualitative research on consumer goods companies. To this end, this study selected consumer goods companies operating local web sites in Korea, China and U.S.A. among Fortune 500 global companies. Through contents analysis of the web sites, it is intended to analyze how the local web site contains the cultural value of individualism and the characteristics of low-context communication culture style. Singh and Matsuo (2004) proposed an effective analysis framework that can compare and evaluate the cultural values of web sites by utilizing Hofstede's individualism and collectivism dimensions and Hall's high and low context communication culture. The findings of content analysis show the differences in cultural value's embeddedness of the web sites of global companies in Korea, China, and U.S.A. In other words, it was found that the contents of local web sites in Korea, China, and the United States show different patterns in reflecting individualistic cultural values and low-contextual communication culture style. This study has a distinction in that, unlike previous studies that compared cultures between countries in various product categories, this study was limited to the consumer goods industry and conducted a cultural comparative study. In addition, academic implications exist in that it was the first to compare the individualistic cultural dimension and low-context communication characteristics inherent in the contents of the formal local web site, centering on Korea, China, and U.S.A., which have close relationships with each other through economic and cultural exchange. Finally, this study will also have academic implications in that it reverified the existing Hofstede's theory of cultural value and Hall's context theory. Practical implications may be that multinational companies can take useful practical guidelines on how to properly plan and develop website contents when planning strategies for localization of web sites in various countries.

목차

Abstract
1. 서론
2. 이론적 배경 및 연구가설 설정
2.1 문화가치 프레임워크
2.2 가설 도출
3. 연구방법론
3.1 연구대상
3.2 로컬 웹사이트 평가 방법
4. 실증분석
4.1 연구의 신뢰도 분석
4.2 연구가설 검정
5. 결론 및 시사점
Appendix 1
Appendix 2
참고문헌

키워드

저자

• 주경희 [ Chu, Kyounghee | 조선대학교 경영학부 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Journal of China Studies

• 간기

  계간

• pISSN

  1975-5902

• eISSN

  3022-5590

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 912 DDC 951