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| 研究生： |
李宜帆 Lee, Yi Fan |
|---|---|
| 論文名稱： |
拉丁美洲外籍生消費文化適應程度─以食品與服飾為例 Consumer acculturation of Latin American visitors: A study of food and clothing products |
| 指導教授： |
張愛華
Chang, Aihwa |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 企業管理學系 Department of Business Administration |
| 論文出版年： | 2008 |
| 畢業學年度： | 96 |
| 語文別： | 英文 |
| 論文頁數： | 165 |
| 中文關鍵詞： | 消費文化適應程度 、拉丁美洲 、情境變數 、行銷策略變數 |
| 外文關鍵詞： | Consumer acculturation, Latin American, Situational variable, Marketing tactics variable |
| 相關次數： | 點閱：114 下載：96 |
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Acculturation is the process in which individuals modify themselves to a new, dominant culture and how individuals acquire knowledge, skills, and behaviors appropriate to the consumer culture of the dominant culture. This study seeks to determine how the acculturation influence variables mentioned in past studies, the situational variable of companionship during consumption, and the marketing tactics employed by Taiwanese firms influence consumer acculturation of Latin American student visitors in Taiwan, i.e. attitude toward Taiwanese brands, consumption intention, and consumption behavior. Two product categories are studied: food and clothing.
Data from Latin American student visitors were collected via web-based English and Spanish questionnaires as well as two in-depth interviews. Regression analysis and cluster analysis results indicate the following main findings: (1) marketing tactics employing English, Spanish, or Latin elements result in less preference consumption of Taiwanese food products and brands; (2) Taiwanese companionship during consumption is positively associated with more preference and consumption of Taiwanese food and clothing brands and products; (3) permanent residence intent and Taiwanese clothing preference and consumption are positively associated; (4) Taiwan media exposure is positively associated with Taiwan clothing consumption; (5) cosmopolitanism is negatively associated with Taiwan clothing consumption; (6) food product consumer acculturation is higher than clothing products in terms of consumption intention and consumption behavior whereas preference of Taiwanese brands in both product categories do not vary; (7) four acculturation patterns that coincide with past studies were identified among the Latin American student visitors in Taiwan, namely integrationists, assimilationists, separatists, and marginalizationists.
These findings not only identify Berry’s acculturation patterns among visitors, but they also provide a different insight into consumer acculturation by studying visitors who by nature are different from the commonly studied immigrants: they do not travel in family units, hence the food habits are not as change resistant, and they do not intend to stay in the host culture for long, hence they supply of clothing they bring along with them allows them to refrain from consuming host culture clothing. Findings also contribute to both academia and management by discovering the negatively relationship between marketing tactics employing English and Spanish elements (e.g. English/Spanish communication content, salesperson, and brand names) and visitors’ consumer acculturation.
CHAPTER 1. Introduction 1
1.1 Research Motivation 1
1.2 Research Objectives 3
1.3 Research Scope 4
1.4 Research Process 5
1.5 Organization of Thesis 6
CHAPTER 2. Literature Review 7
2.1 Cross-Cultural Consumer Behavior 7
2.1.1 Cultural Manifestations 8
2.1.2 Hofstede’s Cultural Dimensions 9
2.1.3 Consumer Behavior and Hofstede’s Cultural Dimensions 12
2.1.4 Multicultural Marketplaces 13
2.2 Acculturation 14
2.2.1 Patterns of Acculturation 16
2.2.2 Variables Influencing Acculturation 19
2.2.3 Consumer Acculturation 23
2.2.4 Consumer Acculturation of Particular Products and Services 25
2.2.5 Related Researches of Consumer Acculturation 27
CHAPTER 3. Research Method 32
3.1 Research Model 32
3.2 Conceptual Definition of the Variables 33
3.2.1 Independent Variables 34
3.2.2 Dependent Variables 40
3.3 Research Hypotheses 42
3.3.1 Acculturation Influence Variables 42
3.3.2 Marketing Tactic Variables 49
3.3.3 Situational Variable 52
3.3.4 Relationship between Preference for Host Culture Brands, Purchase intention, and Consumption Behavior 52
3.3.5 Product Category 53
3.4 Measurement Development 55
3.5 Sampling and Data Collection Method 58
3.6 Data Analysis Method 59
CHAPTER 4. Data Analysis and Findings 61
4.1 Sample Structure 61
4.1.1 Gender 61
4.1.2 Age 61
4.1.3 Education 62
4.1.4 Home Country and Home Country Language 62
4.1.5 Ethnicity 64
4.1.6 Purpose of Visiting Taiwan 64
4.1.7 Average Monthly Disposable Income 65
4.1.8 Duration of Stay 66
4.1.9 Consumer Acculturation 66
4.2 Reliability of Measurement Scale 71
4.3 Regression Analysis 72
4.3.1 Factors Influencing Taiwan Food Brand Preference 73
4.3.2 Factors Influencing Taiwan Food Product Consumption 77
4.3.3 Factors Influencing Taiwan Food Brand Consumption 83
4.3.4 Factors Influencing Taiwan Beverage Product Consumption 88
4.3.5 Factors Influencing Taiwan Beverage Brand Consumption 90
4.3.6 Consumer Acculturation: Food Product Category 92
4.3.7 Factors Influencing Taiwan Clothing Brand Preference 93
4.3.8 Factors Influencing Taiwan Clothing Style Consumption 95
4.3.9 Factors Influencing Taiwan Clothing Brand Consumption 99
4.3.10 Consumer Acculturation: Clothing Product Category 101
4.4 Hypothesis Test 102
4.4.1 Food 102
4.4.2 Clothing 106
4.4.3 Comparison of the Two Product Categories 109
4.4.4 Duration of Stay and Acculturation 112
4.5 Further Analysis of Acculturation Patterns 113
4.5.1 Acculturation Influence Variable Characteristics 114
4.5.2 Situational and Marketing Tactics Variable Characteristics 117
4.5.3 Consumer Acculturation Characteristics 119
CHAPTER 5. Discussion and Limitations 123
5.1 Discussions 123
5.1.1 Food Products 123
5.1.2 Clothing 126
5.1.3 Comparison of the Two Product Categories 129
5.1.4 Acculturation Patterns 130
5.2 Contributions to Academia 132
5.3 Managerial Implications 133
5.4 Limitations 135
5.5 Future Research 135
Reference 137
Appendix 143
Appendix A: Interview Synopsis 1 144
Appendix B: Interview Synopsis 2 146
Appendix C: Correlation Matrixes 148
Appendix D: Surveys 154
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