- 學位論文
A Glocalization Strategy in Web Space: With a Special Reference to Indonesian Firms
A Glocalization Strategy in Web Space: With a Special Reference to Indonesian Firms
摘要
本博士論文的目的是研究在印度尼西亞網路空間的全球本土化戰略。企業網站有顯著的角色在建設一個積極的形象與利益相關者，特別是在不同文化背景與價值的主機的市場環境。内容分析是研究公司網站的全球在地化戰略，而描寫47個國際品牌網站與23 印尼品牌網站的文化價值。這47國際品牌已經有適應了全球品牌網站的印尼版網站。 四種企業網站的全球本土化戰略之間，有不同文化價值的描寫。這些差異可發現在全分析與四個文化維度之間，如集體主義、不確定性規避、權力距離、與高語境通訊。另外，產品類別（服務、耐用品、與非耐用物品）與網站類別（已適應網站與局部網站）其實不是網站内容的全球本土化戰略與文化價值的描寫。因此，七個從八個研究假設之間都已確證與支持了。 這個研究是結合全球本土化戰略的理論與文化價值在網路空間的背景，而表示一個開創的嘗試在研究上述的問題。
並列摘要
This PhD thesis aimed to investigate a glocalization strategy in web space in Indonesia. Corporate web sites have significant roles in building a positive image with stakeholders, particularly in a host market environment with a different cultural background and values. A content analysis was conducted to study the glocalization strategies of corporate web sites and depiction of cultural values of 47 international brands which were identified as having Indonesian web sites which is labelled as adapted web sites of global brands, and 23 local web sites of Indonesian brands. The four types of glocalization strategies of corporate web site content differed in the depiction of cultural values on their web sites. The differences could be found in overall analysis and four of five cultural dimensions such as collectivism, uncertainty avoidance, power distance and high context communication. In addition, product category (service, durable goods, and non durable goods) and web sites category (adapted web sites and local web sites) differ in glocalization strategies of web sites content and the cultural values depiction. Therefore, seven of eight research hypotheses are confirmed and supported. It integrates the theory of glocalization strategy and cultural values in the context of cyberspace, which represents a pioneering attempt in investigating the aforementioned issue.