影響產品客製化的因素：對於具爭議性質的產品之跨文化研究

Factors Influencing Product Customization: A Cross-Cultural Research on Controversial Product

郭正芯(Meidiahna Kusuma)

指導教授 ： 謝明慧

國立臺灣大學/管理學院/國際企業學研究所/碩士(2008年)

https://doi.org/10.6342/NTU.2008.00660

摘要

本研究意圖測定文化因素與全球爭議性產品之客製化決策的關連性，採用行銷全球的爭議性產品「Playboy雜誌」作為研究標的。透過對美國、荷蘭、印尼以及日本四國版本進行內容分析，本研究對Hofsede的文化構面以及Hall的高低文化脈絡與雜誌文章、圖像與廣告三元素建立假說並測試之。
在本研究所討論的文化構面中，女性風格/男性風格構面對雜誌內容影響最大，該構面與文章類別、圖像人物裸露程度、爭議性產品廣告數量、以及廣告中所使用的資訊線索數量有關。至於不確定性趨避構面則與廣告資訊線索多寡有關。此外個人主義/群體主義構面則與是否使用男性模特兒與模特兒裸露程度有關。最後，高低文化脈絡也與廣告資訊線索數量有關。

關鍵字

產品客製化 ； Hofstede文化構面 ； Hall高低文化脈絡 ； 爭議性產品

並列摘要

This study intends to determine the relationship between cultural factors and customization strategy of a global controversial product using Playboy magazine - a global coverage product that also perceived to be controversial – as a research target. Through a content analysis of four nation editions; i.e. the USA, the Netherlands, Indonesia and Japan; the relationships between Hofsede’s cultural dimensions and Hall’s high-low context and the three main components of the magazine (i.e. articles, images and advertisement) are hypothesized and tested.
Among those cultural dimensions, femininity/masculinity influences the content of the magazine the most. This dimension especially determines type of articles, model’s level of nudity, number of advertisement of controversial product and number of information cues disclosed in advertisements. As to uncertainty avoidance, it affects advertiser’s decision in disclosing information cues. Furthermore, individualism/collectivism influences editor’s decision in posting images of male models and determining model’s level of nudity. Finally, Hall’s high-low context also relates to the arrangement of number of information cues conveyed in advertisement.

並列關鍵字

product customization ； Hofstede’s cultural dimension ； Hall’s high-low context ； controversial product

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