EFFECTS OF AMERICAN CULTURAL IDENTITY ON PURCHASE INTENTION OF AMERICAN COMMODITY - AN EXAMPLE OF AMERICAN MILITARY HOUSING AFTER THE WAR

摘要

With the changing world situation, the end ofWorld War Ⅱ, the withdrawal of Japanese people from Taiwan, the eruption of Korean War, the assistance of Military Assistance Advisory Group in Taiwan, and the participation of American military in Vietnam War, a lot of US people came to Taiwan and brought a distinct lifestyle and culture, which have exerted their influence up to now. Apparently, the introduction of American culture greatly influenced the society at the time; people pursuing fashion gradually accepted western way of leisure and changed the existing traditional model. It also revealed the expansion of exotic cultural identity locally. By distributing and collecting questionnaires on-site, teachers and students of Chinese Culture University and the neighboring citizens in Yangmingshan are sampled for this study. A total of 500 copies of questionnaires were distributed, and 316 valid copies were retrieved, with the retrieval rate of 73%. Each retrieved copy stands for a valid sample. The research results are concluded as follows. 1. Cultural Identity presents significantly positive effects on Possible to purchase in Purchase Intention of American Commodity. 2. Cultural Identity reveals remarkably positive effects on Intend to Purchase in Purchase Intention of American Commodity. 3. Cultural Identity shows notably positive effects on Consider to Purchase in Purchase Intention of American Commodity. 4. The correlation between Cultural Identity and Purchase Intention of American Commodity shows partially significant differences on demographic variables.