從跨文化角度探討中美公司網站差異

摘要：通過分析對比中美兩國公司網站，作者發現中美兩國公司在個人主義/集體主義和權力化程度方面有明顯差異。

Key words: company websites，culture dimensions，culture difference

關鍵詞：公司網站；文化緯度；文化差別

[中圖分類號]：G04[文獻標識碼]：A

[文章編號]：1002-2139(2012)-04-0161-01

Part one Literature Review

Hofstede identified four dimensions: power distance， individualism-collectivism， masculinity-femininity， and uncertainty avoidance. Power distance and collectivism-individualism dimensions show the most extreme differences. Consequently， the present paper focuses the analysis on these two dimensions.

Power distance indicates the extent to which a society accepts the fact that power in institutions and organizations is distributed unequally among individuals. Hofstede claims that in high power distance countries， superiors and subordinates tend to consider each other as unequal. While in low power distance countries，superiors and subordinates consider each other as more equal and privileges for the superiors are essentially undesirable. The individualism-collectivism dimension refers to how people defined themselves and their relationships with others. Therefore people in individualistic countries tend to take care of themselves and their nuclear family only. In collectivistic cultures people are integrated in strong， cohesive groups.

Part II Analysis for Culture Values Reflected on Websites

1) Power distance For American company websites， there are many employees’ photos. For Chinese company websites， photos of the executives or officials are shown on the front pages of many websites. American culture， which is belonging to the low power distance group， emphasizes on equalities. And the success of the company is considered to be employee-centered. According to Chinese culture， which is belonging to the high power distance group， employees are considered to be dependent on officials and should treat officials with respect. The success of the company is officials-centered and quality of products depends on excellence of officials.

2) Collectivism vs. individualism For Chinese company websites， “clubs or chat rooms” can be seen in many of them. In collectivist societies， there is an emotional dependence of individuals on organizations and society. Therefore， people need forums， places or clubs where they can share their concerns， view， and emotions and develop relationships. Take Shuanghui Group as an example， on the website there is a section called Shuanghui Forum. For American company websites， it focuses more on the privacy. Usually， there is a “good privacy statement”. It is because in individualistic cultures， personal identity is important， so is its protection. Most of the analyzed company websites in the United States have a clear privacy policy. Usually the link to the privacy policy is found at the bottom of the homepage. For example， Nike’s online privacy policy: Nike is committed to respecting the privacy and security of your personal information.

Part III Conclusions

Based on the previous analysis， the author gets following conclusions: first， Chinese company websites will reflect a higher frequency of collectivistic features; second， American company websites will reflect a higher frequency of individualistic features; third， Chinese company websites will reflect a higher frequency of power distance features. By studying cultural content on websites， we hope international marketers can gain insights into cultural characteristics of a particular national culture and avoid cultural disrespect when marketing globally on the web.

References:

[1]、Hofstede， G. 2001. Culture’s Consequences: Comparing Values， Behaviors，

[2]、竇衛霖，2005，跨文化商務交際，北京：高等教育出版社。

[3]、孫薇薇，2009，從文化角度探討中美兩國網站差異，《教學月刊》