台美網站廣告互動性之跨文化比較

Cross-Cultural Comparisons of Interactivity on Web-Site Advertisings in Taiwan and the United States

殷彩芳(Tsai-Fang Yin)

指導教授 ： 林傑毓

長榮大學/管理學院/經營管理研究所/碩士(2007年)

摘要

由於網路技術的蓬勃發展，使得網路廣告的商機潛力無限。網路廣告種類繁多，其中企業架設的網站廣告能宣傳公司形象、介紹公司產品並進一步達到線上交易等目的，而互動性乃是吸引消費者的一項重要優勢。本研究採用內容分析法，針對台灣與美國百大廣告主之網站廣告互動性進行探討，將互動模式歸類為三大構面：「消費者-資訊」、「消費者-業者」、「消費者-消費者」，並結合文化構面：「高低脈絡文化」，「權力距離」、「個人與集體主義」，解釋不同國家文化下互動模式的差異。本研究並根據網站互動性功能整理出五個互動層次，以比較互動程度的高低。
根據所收集到的台美162個網站廣告樣本之統計分析結果，研究發現，網站廣告互動性確實會因國家文化的不同而有所差異。美國的網站廣告較台灣偏向採用「消費者-資訊」與「消費者-業者」互動功能，隱含西方的文化特質：低脈絡文化與高權利距離，而台灣則較傾向採用「消費者-消費者」互動功能，隱含東方的文化特質：集體主義。網站廣告互動功能愈完整，愈有可能涵蓋層次較高的互動功能，故互動程度愈高。美國的網站廣告互動層次較台灣高，互動功能也較完整，在整體網路市場上較具競爭力。總而言之，網站廣告的互動模式確實深受文化影響，跨國企業必須分別建立各地專屬的網站廣告，著重地區的特殊性，並依照當地文化來推展行銷活動。

關鍵字

網站廣告 ； 互動性 ； 互動層次 ； 文化

並列摘要

Because of the development of network technology, the commercial potential of internet advertising is bottomless. Internet advertising includes various categories, among others, web-site advertising can help enterprises promote corporate image, show corporate products, and even reach the objective of online trading. Whereas interactivity is an important advantage for web-site advertising to attract consumers, this thesis will use the method of content analysis to investigate the advertising interactivity of several main enterprise web sites in Taiwan and the United States. The interactive functions are categorized into three dimensions: consumer-message, consumer-marketer, and consumer- consumer interactivities. Cultural difference criteria of high versus low context, power distance, and individualism-collectivism are used to explain the differences of interactivity between these two countries. To compare the interactivity degree of web-site advertising, the interactivity functions are also classified into five levels of interactivity.
According to an analysis of 162 web-sites in Taiwan and the United States, the findings indicate that web-site advertising in different cultures will exhibit significantly different degrees of interactivity. The U.S. web-sites tend to emphasize consumer-message and consumer-marketer interactivity functions, which imply Western culture characters: low context and high power distance. However, Taiwanese web-sites highlight consumer-consumer interactivity functions, which imply the Eastern culture character: collectivism. In addition, the more complete the interactive functions are, the higher the level of interactivity will be. Both the completeness of interactivity functions and the interactivity level for the U.S. web-sites are higher than their Taiwanese counterparts. It seems that the U.S. web-sites own more competitive advantages in the internet market. In summary, the interactivity of web-sites is indeed influenced by different cultures. The present findings suggest that it would be better for global marketers to take localization approaches in their web-sites based on the local culture.

並列關鍵字

web-site advertising ； interactivity ； levels of interactivity ； culture

參考文獻

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