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Chinese- and English-Language Homepages of Fortune Global 500 Companies: A Cross-Cultural Content Analysis

Xu, Qiongyan
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1275592579

Abstract Details

2010, Master of Science (MS), Ohio University, Journalism (Communication).
In this thesis, the Chinese- and English-language homepages of 113 multinational companies on the Fortune Global 500 list were content analyzed, based on the frameworks of Hofstede's (2001) five dimensions of national culture and Ghose and Dou's (1998) three dimensions of interactivity. Those companies' English homepages were found to have used indicators that suggested the level of consumer-consumer interaction significantly more often than did their Chinese counterparts. Meanwhile, inconsistent with the previous literature, Chinese homepages were found to have employed fewer indicators that suggest the level of uncertainty avoidance than did their English counterparts. English homepages were also found to have used fewer consumer-marketer interaction indicators than did Chinese ones. Results yielded weak support for prior literature, casting doubt on Hofstede's theory. Nevertheless, more studies are needed to test this position and further explore the cultural sensitivity of individual companies' various websites.
Hong Cheng (Advisor)
68 p.
Communication; Journalism; Marketing
Fortune Global 500; Hofstede's five dimensions of national culture; three dimensions of interactivity; cross-cultural study

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Citations

  • Xu, Q. (2010). Chinese- and English-Language Homepages of Fortune Global 500 Companies: A Cross-Cultural Content Analysis [Master's thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1275592579

    APA Style (7th edition)

  • Xu, Qiongyan. Chinese- and English-Language Homepages of Fortune Global 500 Companies: A Cross-Cultural Content Analysis. 2010. Ohio University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1275592579.

    MLA Style (8th edition)

  • Xu, Qiongyan. "Chinese- and English-Language Homepages of Fortune Global 500 Companies: A Cross-Cultural Content Analysis." Master's thesis, Ohio University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1275592579

    Chicago Manual of Style (17th edition)

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This open access ETD is published by Ohio University and OhioLINK.