跨文化消費者行銷創新接受度研究

本研究根據Hofstede所設計的國家文化五構面，針對台灣在職專班學生、僑生及國際學生透過問卷發放的方式進行國家文化特質的調查，一共回收446份有效樣本進行分析。本研究回收有效樣本的國家文化涵蓋台灣、香港、澳門、馬來西亞、印尼、日本等文化，探討跨文化消費者對行銷創新接受度的差異，透過對數迴歸發現消費者的行銷創新接受度受到不同文化特性影響，不同的國家文化特質對消費者在接受行銷創新的意願有顯著差異。權力距離及避免不確定性特性愈強，消費者對行銷創新接受度愈低，而個人主義、男性主義與長期導向特性愈強，消費者對行銷創新接受度愈高。進一步透過類神經網路的應用，得到國家文化五構面與行銷創新構面之正反向關係。在管理的意涵上，針對消費者行銷創新接受度較低的文化構面提供企業管理上的建議。對於後續研究者建議，可以針對本研究未去衡量的國家文化進行文化構面調查並進行消費者相關議題以外的其他領域跨文化比較。

關鍵字

國家文化；行銷創新；創新接受度

並列摘要

This research utilized Hofstede’s five culture dimensions to examine the cross-cultural consumer differences in acceptance of marketing innovativeness. The data collected from in-service program students、overseas chinese students and international students in Taiwan, Hong Kong, Macau, Malaysia, Indonesia and Japan. This research studied 6 countries by 446 valid questionnaires out of total 450. The results by Logarithmic Regression indicated that consumers from different national cultures varied in their marketing innovativeness. Consumers from the higher power distance and uncertainty avoidance cultures were weaker than lower ones on acceptance of marketing innovativeness. Marketing innovativeness was stronger in higher individualism, masculinity and long-term orientation than lower ones. Furthermore, this research utilizes neural network to demonstrate the relationship between the national cultures and the marketing innovativeness. The managerial implication of this study suggested several strategies for different cultures. Further research could examine other countries and do a cross-culture investigate on consumer issues or other issues.

並列關鍵字

National culture ； Marketing Innovation ； Innovativeness

參考文獻

American Marketing Association. http://www.marketingpower.com.

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