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標題: 考量文化差異下訊息行銷之效果評估
Effectiveness of Information Marketing with Cultural Considerations
作者: 洪靖茹
Hung, Kelsey Jing-Ru
出版社: 行銷學系
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本研究採用Chinese Value Survey衡量台北市和上海市兩地受訪者的文化價值觀。上海市的受訪者相對較重視道德價值觀,而台北市的受訪者則較為著重自我控制、個人發展、以及良好品行等文化價值觀。本研究分別將台北市及上海市兩地受訪者的文化價值觀萃取出四個文化構面。台北市受訪者的四個文化構面依序命名為自我發展(self-enhancement),傳統(tradition),正直(integrity),及尊崇長者(respect for elders)。上海市受訪者的四個文化構面則命名為謹慎/信任(conscientious/trustfulness),傳統(tradition),正直(integrity),以及自我發展(self-enhancement)。


考慮文化價值差異下,本研究依不同的訊息搜尋程度將受訪者區分為三群,分別為DM訊息尋求者(DM information seekers), DM訊息瀏覽者(DM information browsers)以及DM訊息忽略者(DM information neglectors)。本研究結果顯示DM訊息尋求者(DM information seekers)相對較為重視文化價值觀。


The study examines effectiveness of information marketing using DM of large chain hypermarts as objects to reveal whether consumer decisions are affected by DM information evaluations and whether evaluations are related to DM information search in addition to cultural value considerations in Taipei and in Shanghai. DM information is classified into four types, product-, price-, brand-, and promotion-related, of four product categories, food, household sanitary products, domestic appliances, and clothing, in the study to reveal whether consumers really pay attention to DM information and how they utilize searched information in decisions. In addition to evaluating information effectiveness, whether consumers in different subcultures have distinct reactions to marketing information are considered in this study.

A survey was administered in Taipei, Taiwan, and in Shanghai, China, in 2005. Stratified sampling was applied following the gender and age distributions of the population between the ages of 20 to 59, as published in the latest censuses in these two cities. The total valid samples were 550, of 267 samples from Shanghai and 283 samples from Taipei, out of 600 interviewed respondents, 300 respondents from each city.

Results of Chinese cultural value measurements reveal that respondents in Shanghai show a relatively high standard in moral-related cultural statements, while respondents in Taipei emphasize self-control, personal development, and good manners. Four factors of the Chinese cultural values of respondents in Taipei are extracted and termed as self-enhancement, tradition, integrity, and respect for elders.
For respondents in Shanghai, different terms are used to describe four cultural dimensions, conscientious/trustfulness, tradition, integrity, and self-enhancement.

For information search and evaluations, the results of information effectiveness for respondents in Taipei and in Shanghai indicate that nearly three-fourths of consumers who receive hypermart DM read certain information from them. For the information searched from DM, it is evaluated for its relative importance. Information evaluations positive influence decisions, especially promotion-related information.

For cultural value differences on information search and evaluations, three different information search segments are classified, DM information seekers, DM information browsers, and DM information neglectors, at distinctive search extent of DM information. Chinese cultural values are emphasized for those respondents classified as DM information seekers in Taipei and in Shanghai. For the dataset of Taipei, DM information neglectors and browsers do not value Chinese cultural dimensions as importantly as DM information seekers do. For Shanghai respondents, Chinese cultural values like tradition and integrity are less emphasized by DM information neglectors.

DM of large chain hypermarts provides useful information to consumers. In general, consumers who live in larger households and are older with lower educational levels are those who have stronger beliefs in Chinese cultural values and pay more attention to DM information. Cultural aspects are factors not of definite influences, but are beliefs deeply rooted in people and should not be neglected in marketing.
其他識別: U0005-0907200623401400
Appears in Collections:行銷學系所

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