博碩士論文 964401604 詳細資訊




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姓名 蘇博宇(Bayu Sutikno)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 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)
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摘要(中) 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。
摘要(英) 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.
關鍵字(中) ★ 網站
★ 全球本土化
★ 全球
★ 本地
★ 文化價值
關鍵字(英) ★ Global
★ Glocal
★ Local
★ Cultural Values
★ Web sites
論文目次 Title Page …………………………………………………………………………………. i
NCU Authority of Softcopy ……………………………………………………………….. ii
Verification Letter of Examination Committee …………………………………………… iv
Committee of PhD Thesis ………………………………………………………………… v
Acknowledgements ………………………………………………………………………. vi
Abstract in English ………………………………………………………………………… vii
Abstract in Chinese ……………………………………………………………………….. viii
Table of Contents ………………………………………………………………………… ix
List of Tables ……………………………………………………………………………… xii
List of Figures …………………………………………………………………………….. xiv
CHAPTER 1: INTRODUCTION …………………………………………………………. 1
1.1. Background …………………………………………………………………………… 1
1.2. Research Gaps and Contributions …………………………………………….. ……... 2
1.3. Research questions ……………………………………………………………………. 3
1.4. The Deliverables ……………………………………………………………………… 3
1.5. Limitations and Scope ………………………………………………………………… 4
1.6. Organization of Thesis ……………………………………………………………….. 5
CHAPTER 2: LITERATURE REVIEW ………………………………………………….. 7
2.1. Glocalization ………………………………………………………………………….. 7
2.2. Cultural Values ……………………………………………………………………….. 14
2.3. Glocalization Strategies of Web Site Content ……………………………………….... 19
2.4. Indonesian Society ……………………………………………………………………. 23
CHAPTER 3: HYPOTHESES DEVELOPMENT ……………………………………….. 28
3.1. Study 1 (Adapted web sites of global brands) ……………………………………….. 28
3.1.1. Collectivism ………………………………………………………………………… 28
3.1.2. Uncertainty avoidance ……………………………………………………………… 29
3.1.3. Power distance ……………………………………………………………………… 30
3.1.4. Masculinity …………………………………………………………………………. 31
3.1.5. High context ………………………………………………………………………… 32
3.2. Study 2 (Adapted and Indonesian web sites) …………………………………………. 33
CHAPTER 4: RESEARCH METHOD …………………………………………………… 40
4.1. Research setting and sample ………………………………………………………….. 40
4.2. Measurement accuracy ……………………………………………………………….. 42
4.2.1. Validity …………………………………………………………………………….. 42
4.2.2. Reliability …………………………………………………………………………… 42
4.3. Scale development ……………………………………………………………………. 44
4.4. Statistical analysis …………………………………………………………………….. 48
4.4.1. Content analysis …………………………………………………………………….. 48
4.4.2. MANOVA analysis …………………………………………………………………. 53
CHAPTER 5: ANALYSIS AND RESULTS …………………………………………….. 56
5.1. Sample profile ………………………………………………………………………… 56
5.1.1. Profile of adapted web sites of global brands ………………………………………. 56
5.1.2. Profile of local web sites of Indonesian brands …………………………………….. 57
5.1.3. Profile of overall web sites …………………………………………………………. 57
5.2. Reliability analysis ……………………………………………………………………. 58
5.2.1. Reliability analysis of adapted web sites of global brands …………………………. 58
5.2.2. Reliability analysis of local web sites of Indonesian brands ……………………….. 59
5.2.3. Reliability analysis of overall web sites …………………………………………….. 60
5.3. Validity analysis ………………………………………………………………………. 60
5.4. Hypotheses testing of product category ………………………………………………. 62
5.4.1. Product category of adapted web sites of global brands ……………………………. 62
5.4.2. Product category of local web sites of Indonesian brands ………………………….. 63
5.4.3. Product category of overall web sites ………………………………………………. 64
5.5. Hypotheses testing of web sites category …………………………………………….. 64
5.6. The glocalization strategies of web sites content …………………………………….. 65
5.7. Hypotheses testing of glocalization and culture values ……………………………….. 69
CHAPTER 6: CONCLUSION AND IMPLICATIONS ………………………………….. 72
6.1. Conclusions …………………………………………………………………………… 72
6.2. Theoretical Implications ……………………………………………………………… 74
6.3. Practical Implications …………………………………………………………………. 74
6.4. Limitations and Future Directions ……………………………………………………. 75
REFERENCES ……………………………………………………………………………. 79
APPENDIX 1: Coding sheet ………………………………………………………………. 97
APPENDIX 2: Sample …………………………………………………………………….. 100
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指導教授 鄭明松(Julian Ming-Sung Cheng) 審核日期 2011-10-31
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