Does Culture Matter?: Identifying Cross-national Dimensions in Japanese Multinationals' Product-based Websites

Abstract

Esta es la versión de autor del artículo publicado en:This is an author produced version of a paper published in:Electronic Markets 14 (1) 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. Keywords

Advertising in Czech and French Magazines

“…Concerning the determination of the creative strategies in the different criteria reserved by Okazaki (2004) notably after the work of Leong et al (1998), Gudykunst and Ting Toomey (1998), we kept the four following ones: information is symbolic; the product is compared with the others (quotation of a competitor); the advertisement proposes a promo-tional offer; the presence of at least one celebrity (star, sports champion, etc.). To these criteria, we have added eroticism on the assumption that France is a country very open to this form of expression.…”

“…To measure it, we took into account the resort to nudity, sharing the principle that among the different forms that can cover eroticism (or sex appeal), nudity is the most used expression (Reichert, 2003). The other characteristics suggested by Okazaki (2004) were not used because they seemed too ambiguous to evaluate such as, for example, "logical reasoning," or "curiosity arousal." Finally, to record the different cultural values conveyed by the ads, we focused on the significant relations put into place by Albers-Miller and Gelb (1996) between the advertising appeals of Pollay and the four dimensions of Hofstede.…”

Culture and Consumer Behavior—A Study of Trinidad & Tobago and Jamaica

“…The study is limited to examining this influence in two selected Caribbean Islands namely, Trinidad& Tobago and Jamaica. The intent of this research is to further the existing literature (Tse et al, 1988;Lenartowicz & Roth, 2001;Okazaki, 2004) that examines the impact of culture on consumer behavior.…”

Cultural Variability in Web Content: A Comparative Analysis of American and Turkish Websites

“…In order to be able to compare the web site content of US and Turkish companies, the first step was to establish website features representing the cultural typologies. Therefore, a review of literature was made with a focus on studies investigating reflections of cultural typologies in communication domain (Cheng and Schewitzer, 1996;Ju-Pak, 1999;Singh et al, 2003;Zhao et al, 2003;Okazaki, 2004). Based on this review, a wide range of website features, which have qualities corresponding to the cultural traits, were determined.…”