声明
学位论文版权使用授权书
ACKNOWLEDGEMENTS
摘要
ABSTRACT
CONTENTS
Chapter One INTRODUCTION
1.1 Background of the Study
1.2 Significance of the Study
1.3 Structure of the Thesis
Chapter Two LITERATURE REVIEW
2.1 Website and Its Marketing Communication Functions
2.2 Culture and Website Design
2.3 Review of Intercultural Studies on Website Design
Chapter Three THEORETICAL FRAMEWORK
3.1 Hofstede’s Cultural Dimensions
3.2 Hall’s High Context and Low Context Theory
3.3 Nitish Singh’s Cultural Category Framework
Chapter Four HYPOTHESIS AND METHODOLOGY
4.1 Research Questions
4.2 Hypotheses
4.3 Sample Selection
4.3.1 Choice of China and the US
4.3.2 Choice of International Food Companies
4.3.3 Data Collection
4.4 Research Methods
4.4.1 Content Analysis
4.4.2 Coding Schemata
4.4.3 Statistical Analysis
Chapter Five RESULTS AND DISCUSSION
5.1 Collectivism
5.1.1 Family Theme
5.1.2 Country-specific News
5.1.3 Symbols and Pictures of Nation
5.1.4 Loyalty Programs
5.2 Uncertainty Avoidance
5.2.1 Tradition Theme
5.2.2 Local Terminology
5.3 Power Distance
5.3.1 Quality Information and Awards
5.3.2 Pride of Ownership Appeal
5.3.3 Proper Titles
5.4 Masculinity
5.5 Long-term Orientation
5.6 High and Low-context Cultures
5.6.1 Politeness and Indirectness
5.6.2 Soft or Hard Sell Approach
5.6.3 Use of Superlatives
5.6.4 Rank or Prestige of the Company
5.7 Answering the Research Questions:
Chapter Six CONCLUSION
6.1 Summaries of the Results
6.2 Limitations and Implications for Future Research
REFERENCES
APPENDIX CODING RESULTS
个人简历
