웹사이트의 문화가치 반영: 한국, 중국, 미국 비교를 중심으로 (Cultural Value Embeddedness on Local Website of Global Companies: With a Focus on Korea, China, and U.S.A.)

서지정보

· 발행기관 : 부산대학교 중국전략연구소
· 수록지 정보 : Journal of China Studies / 23권 / 4호 / 71 ~ 92페이지
· 저자명 : 주경희

초록

This study examines how cultural values were reflected and expressed on the local web sites (Korea, China, and U.S.A.) of global companies in the consumer goods industry. In particular, the web site of companies in the consumer goods industry is characterized by appropriately reflecting the changing cultural values ​​compared to other industries, so this study intends to conduct a qualitative research on consumer goods companies. To this end, this study selected consumer goods companies operating local web sites in Korea, China and U.S.A. among Fortune 500 global companies. Through contents analysis of the web sites, it is intended to analyze how the local web site contains the cultural value of individualism and the characteristics of low-context communication culture style. Singh and Matsuo (2004) proposed an effective analysis framework that can compare and evaluate the cultural values of web sites by utilizing Hofstede's individualism and collectivism dimensions and Hall's high and low context communication culture.
The findings of content analysis show the differences in cultural value's embeddedness of the web sites of global companies in Korea, China, and U.S.A. In other words, it was found that the contents of local web sites in Korea, China, and the United States show different patterns in reflecting individualistic cultural values and low-contextual communication culture style. This study has a distinction in that, unlike previous studies that compared cultures between countries in various product categories, this study was limited to the consumer goods industry and conducted a cultural comparative study. In addition, academic implications exist in that it was the first to compare the individualistic cultural dimension and low-context communication characteristics inherent in the contents of the formal local web site, centering on Korea, China, and U.S.A., which have close relationships with each other through economic and cultural exchange. Finally, this study will also have academic implications in that it reverified the existing Hofstede's theory of cultural value and Hall's context theory. Practical implications may be that multinational companies can take useful practical guidelines on how to properly plan and develop website contents when planning strategies for localization of web sites in various countries.

영어초록

This study examines how cultural values were reflected and expressed on the local web sites (Korea, China, and U.S.A.) of global companies in the consumer goods industry. In particular, the web site of companies in the consumer goods industry is characterized by appropriately reflecting the changing cultural values ​​compared to other industries, so this study intends to conduct a qualitative research on consumer goods companies. To this end, this study selected consumer goods companies operating local web sites in Korea, China and U.S.A. among Fortune 500 global companies. Through contents analysis of the web sites, it is intended to analyze how the local web site contains the cultural value of individualism and the characteristics of low-context communication culture style. Singh and Matsuo (2004) proposed an effective analysis framework that can compare and evaluate the cultural values of web sites by utilizing Hofstede's individualism and collectivism dimensions and Hall's high and low context communication culture.
The findings of content analysis show the differences in cultural value's embeddedness of the web sites of global companies in Korea, China, and U.S.A. In other words, it was found that the contents of local web sites in Korea, China, and the United States show different patterns in reflecting individualistic cultural values and low-contextual communication culture style. This study has a distinction in that, unlike previous studies that compared cultures between countries in various product categories, this study was limited to the consumer goods industry and conducted a cultural comparative study. In addition, academic implications exist in that it was the first to compare the individualistic cultural dimension and low-context communication characteristics inherent in the contents of the formal local web site, centering on Korea, China, and U.S.A., which have close relationships with each other through economic and cultural exchange. Finally, this study will also have academic implications in that it reverified the existing Hofstede's theory of cultural value and Hall's context theory. Practical implications may be that multinational companies can take useful practical guidelines on how to properly plan and develop website contents when planning strategies for localization of web sites in various countries.

참고자료

· 없음