How worldwide is marketing communication on the World Wide Web?

Clyde A. Warden, Mengkuan Lai, Wann Yih Wu

研究成果: Article同行評審

12 引文 斯高帕斯(Scopus)

摘要

This study investigates the impact of different language interfaces on web-based product searches by Chinese consumers in Taiwan and how language familiarity impacts attitudes about the products found. Findings show that understanding the web-page interface language improves product evaluation when the product has high differentiation in the marketplace and is related to decreased evaluations when the level of differentiation is low. English, rather than an international language, is found to be nearly indistinguishable from a totally unknown language for both high- and low-differentiated products.

原文English
頁(從 - 到)72-84
頁數13
期刊Journal of Advertising Research
42
發行號5
DOIs
出版狀態Published - 2002 一月 1

All Science Journal Classification (ASJC) codes

  • 通訊
  • 行銷

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