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首页> 外文期刊>International Journal of Internet Marketing and Advertising >Cultural influences on internet motivations and communication styles: a comparison of Korean and US consumers
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Cultural influences on internet motivations and communication styles: a comparison of Korean and US consumers

机译：文化对互联网动机和沟通方式的影响：韩国和美国消费者的比较

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摘要

A study was undertaken to assess how culture might impact online behaviour and communication preferences. Specifically, motivations for going online and visual versus verbal processing preferences were assessed across the US and Korean respondents. Other general relevant variables were also measured such as access to computers, time spent online and online purchase behaviours. Results indicate that access to computers and the internet are high for both consumer groups and very similar. The same can be said for time spent online. However, the US citizens are more likely to be motivated to shop online and look for information online than Korean consumers. In contrast, Korean consumers are more motivated than the US consumers to head online to fulfil social goals such as making friends, meeting people and participating in newsgroups. With respect to communication style preferences, US citizens are found to have stronger preferences for verbal styles in comparison to the Korean respondents. Implications for advertisers and researchers are discussed.
机译：进行了一项研究，以评估文化如何影响在线行为和交流偏好。具体来说，在美国和韩国的受访者中，评估了上网偏好，视觉偏好和言语处理偏好的动机。还测量了其他一般相关变量，例如对计算机的访问权限，在线时间和在线购买行为。结果表明，这两个消费者群体对计算机和互联网的访问率很高，并且非常相似。网上花费的时间也是如此。但是，与韩国消费者相比，美国公民更有可能在网上购物并在网上寻找信息。相比之下，韩国消费者比美国消费者更有动力去网上实现社交目标，例如结交朋友，结识新朋友以及参加新闻组。关于沟通方式偏好，与韩国受访者相比，美国公民对言语风格的偏好更大。讨论了对广告商和研究人员的影响。

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