Examining the Relationships Among National Culture, Individual-Level Cultural Variable and Consumer Attitudes

摘要

An advertiser's website can be a key factor in being successful in effective marketing communication. As owned media, it is expected to achieve broad and different communication objectives, from providing potential consumers with product information to building a strong brand with existing customers. Whether the communication strategy is successful depends on well it complies with the internet usage of consumers. Furthermore, internet usage is influenced by cultural characteristics. Therefore, this paper examines the relationships between internet usage and cultural factors: dimension of individualism, collectivism and self construal, and hypothesizes these relationships.