A Cross-Cultural Study of Luxury e-Branding: Standardization vs. Adaptation, Product Category, and Country-of-Origin

精品網路品牌化之跨文化研究：標準化及適應化，產品類別及來源國

林恩盈(En-Ying Lin)

《行銷評論》 9卷1期 (2012/03) Pp. 91-120

https://doi.org/10.29931/MR.201203.0005

摘要

本研究主要探索在中文和英文的精品品牌網站中，其網站特徵，標準化與適應化，產品類別和來源國家之間的差異。內容分析研究法所得之研究結果建議：中文版之精品品牌網站與英文版之間為高度標準化，而其標準化的程度會隨著不同的產品類別和來源國家有所不同，本研究並發現在中文版的精品品牌網站比英文版中使用更多的來源國家形象來塑造品牌。

關鍵字

精品品牌網站 ； 標準化 ； 適應化 ； 來源國

並列摘要

The study explores luxury brand websites in Chinese and English languages in terms of website characteristics, standardization versus adaptation, product category, and country-of-origin. The content analysis findings suggest that Chinese-language luxury brand websites are highly standardized with the English-language counterparts. The extent of luxury brand websites' standardization varies by different product categories and country-of-origins. Greater COO image is used in Chinese language luxury brand websites than in English ones.

並列關鍵字

luxury e-branding ； standardization ； adaptation ； country-of-origin

參考文獻

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LVMH Interim Financial Report (2011). Retrieved August 12, 2011, from http://www.lvmh.com/uploads/assets/Com-fi/Documents/en/Reports/Reports_2011/LVMH_2011_First_half_financial_report.pdf

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