声明
ACKNOWLEDGEMENTS
摘要
ABSTRACT
CONTENTS
List of Tables
Chapter One INTRODUCTION
1.1 Need for the Study
1.2 Significance of the Study
1.3 Structure of Thesis
Chapter Two LITERATURE REVIEW,KEY CONCEPTS AND THEORETICAL FRAMEWORK
2.1 Previous Studies
2.1.1 Research on cultural difference of local companies’ websites
2.1.2 Research on cultural adaptation of multinationals’ websites
2.2 Key Concepts
2.2.1 Culture
2.2.2 Cultural adaptation
2.3 Theoretical Bases of the Study
2.3.1 Collectivism and individualism
2.3.2 Power distance
2.3.3 Uncertainty avoidance
2.3.4 High and low context
2.4 Framework for Banking Website Analysis
Chapter Three RESEARCH METHODOLOGY
3.1 Research Questions
3.2 Hypotheses
3.2.1 Collectivism-individualism hypotheses
3.2.2 Power distance hypotheses
3.2.3 Uncertainty avoidance hypotheses
3.2.4 High and low-context hypotheses
3.3 Data Description and Collection
3.3.1 Country Selection
3.3.2 Sample Selection
3.4 Research Instrument
3.4.1 Content Analysis
3.4.2 Coding Procedure
3.4.3 Statistical Analysis
Chapter Four RESULTS OF THE RESEARCH
4.1 Overall Results from Internal Comparison
4.1.1 Results in collectivism
4.1.2 Results in individualism
4.1.3 Results in power distance
4.1.4 Results in uncertainty avoidance
4.1.5 Results in high context
4.1.6 Results in low context
4.2 Overall Results from External Comparison
4.2.1 Results in collectivism
4.2.2 Results in individualism
4.2.3 Results in power distance
4.2.4 Results in uncertainty avoidance
4.2.5 Results in high context
4.2.6 Resuits in low context
Chapter Five DISCUSSION AND ANALYSIS
5.1 Extent of Cultural Adaptation on Websites
5.2 Websites and Culture
5.2.1 Websites and collectivism
5.2.2 Websites and individualism
5.2.3 Websites and power distance
5.2.4 Websites and uncertainty avoidance
5.2.5 Websites and high context
5.2.6 Websites and low context
Chapter Six CONCLUSIONS
6.1 Major findings
6.2 Limitations of the Study
6.3 Implications for Future Research
REFERENCES
APPENDIX
个人简历 在读期间发表的学术论文与研究成果