Korean vs. American Corporate Websites: Interactivity, Comparative Appeals and Use of Tcchnology

• 발행기관: 한국마케팅과학회
• 저자명: Chang-Hoan Cho Hongsik John Cheon
• 간행물 정보: 『JGAMS』마케팅과학연구 제11집, 79~102쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2003.05.01

국문 초록

This study is a cross cultural examination of interactivity, comparative advertising, and technology use in Korean and U.S. corporate websites. Utilizing cultural analysis criteria of high vs. low context power distance and individualism-collectivism, we compared interactivity in U.S. and Korean websites. Our findings indicate that U.S. corporate websites tend to emphasize customer-message and customer-advertiser interactivity, while Korean websites highlight customer-customer interactivity. Findings on comparative advertising strategy indicate that cultural bias represented in U.S. individualism and Korean collectivism leads U.S. web advertisers to utilize direct and indirect comparative advertising more frequently than their Korean counterparts. The results of our technology analysis unexpectedly show that there is no significant difference between the two countries