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題名 拉丁美洲外籍生消費文化適應程度─以食品與服飾為例
Consumer acculturation of Latin American visitors: A study of food and clothing products
作者 李宜帆
Lee, Yi Fan
貢獻者 張愛華
Chang, Aihwa
李宜帆
Lee, Yi Fan
關鍵詞 消費文化適應程度
拉丁美洲
情境變數
行銷策略變數
Consumer acculturation
Latin American
Situational variable
Marketing tactics variable
日期 2007
上傳時間 18-Sep-2009 13:34:12 (UTC+8)
摘要 Acculturation is the process in which individuals modify themselves to a new, dominant culture and how individuals acquire knowledge, skills, and behaviors appropriate to the consumer culture of the dominant culture. This study seeks to determine how the acculturation influence variables mentioned in past studies, the situational variable of companionship during consumption, and the marketing tactics employed by Taiwanese firms influence consumer acculturation of Latin American student visitors in Taiwan, i.e. attitude toward Taiwanese brands, consumption intention, and consumption behavior. Two product categories are studied: food and clothing.

Data from Latin American student visitors were collected via web-based English and Spanish questionnaires as well as two in-depth interviews. Regression analysis and cluster analysis results indicate the following main findings: (1) marketing tactics employing English, Spanish, or Latin elements result in less preference consumption of Taiwanese food products and brands; (2) Taiwanese companionship during consumption is positively associated with more preference and consumption of Taiwanese food and clothing brands and products; (3) permanent residence intent and Taiwanese clothing preference and consumption are positively associated; (4) Taiwan media exposure is positively associated with Taiwan clothing consumption; (5) cosmopolitanism is negatively associated with Taiwan clothing consumption; (6) food product consumer acculturation is higher than clothing products in terms of consumption intention and consumption behavior whereas preference of Taiwanese brands in both product categories do not vary; (7) four acculturation patterns that coincide with past studies were identified among the Latin American student visitors in Taiwan, namely integrationists, assimilationists, separatists, and marginalizationists.

These findings not only identify Berry’s acculturation patterns among visitors, but they also provide a different insight into consumer acculturation by studying visitors who by nature are different from the commonly studied immigrants: they do not travel in family units, hence the food habits are not as change resistant, and they do not intend to stay in the host culture for long, hence they supply of clothing they bring along with them allows them to refrain from consuming host culture clothing. Findings also contribute to both academia and management by discovering the negatively relationship between marketing tactics employing English and Spanish elements (e.g. English/Spanish communication content, salesperson, and brand names) and visitors’ consumer acculturation.
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內政部警政署（民95）。居留外僑統計─按國籍及職業別。Retrieved April 5, 2008, from http://sowf.moi.gov.tw/stat/officestat/moi08-02.doc
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Berry, J. W. (1997). Immigration, Acculturation, and Adaptation. Applied Psychology: An International Review, 46(1), 5 - 68.
Berry, J. W., Phinney, J. S., Sam, D. L., & Vedder, P. (2006). Immigrant Youth: Acculturation, Identity, and Adaptation. Applied Psychology: An International Review, 55(3), 303 - 332.
Berry, J. W., & Sam, D. L. (1997). Acculturation and adaptation. In J. W. Berry, M. H. Segall & C. Kagitcibasi (Eds.), Handbook of cross-cultural psychology, Vol. 3: Social behavior and applications (pp. 291 - 326). Boston: Allyn & Bacon.
Chattalas, M., & Harper, H. (2007). Navigating a hybrid cultural identity: Hispanic teenagers` fashion consumption influences. Journal of Consumer Marketing, 24(6), 351 - 357.
Childers, T. L., & Rao, A. R. (1992). The influence of familial and peer-based reference groups on consumer decisions. Journal of Consumer Research, 19, 198 - 211.
Cleveland, M. (2007). Globals, locals, and creoles: Acculturation to global consumer culture, ethnic identity, and consumptionscapes. Saarbrucken: VDM Verlag Dr. Muller.
Cleveland, M., & Laroche, M. (2007). Acculturation to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60, 249 - 259.
Cuellar, I., Harris, L. C., & Jasso, R. (1980). An acculturation scale for Mexian American normal and clinical populations. Hispanic Journal of Behavioral Sciences, 2, 199 - 217.
de Mooij, M. (2005). Global marketing and advertising: Understanding cultural paradoxes. Thousand Oaks, CA: Sage Publications.
Desai, P. N., & Coelho, G. (1980). Indian Immigrants in America: Cultural Aspects of Psychological Adaptation. In P. Saran & E. Eames (Eds.), The New Ethics: Asian-Indians in the United States (pp. 363 - 386). New York: Praeger.
Deshpande, R., & Stayman, D. (1994). A tale of two cities: Distinctiveness theory and advertising effectiveness. Journal of Marketing Research, 31, 57 - 64.
Dolinsky, C., & Feinberg, R. A. (1986). Linguistic barriers to consumer information processing: Information overload in the Hispanic population. Psychology and Marketing, 13, 214 - 220.
Douglas, S. P., & Craig, C. S. (1997). The changing dynamic of consumer behavior: Implications for cross-cultural research. International Journal of Research in Marketing, 14, 379 - 395.
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描述 碩士
國立政治大學
企業管理研究所
95355010
96
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095355010
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.advisor Chang, Aihwaen_US
dc.contributor.author (Authors) 李宜帆zh_TW
dc.contributor.author (Authors) Lee, Yi Fanen_US
dc.creator (作者) 李宜帆zh_TW
dc.creator (作者) Lee, Yi Fanen_US
dc.date (日期) 2007en_US
dc.date.accessioned 18-Sep-2009 13:34:12 (UTC+8)-
dc.date.available 18-Sep-2009 13:34:12 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 13:34:12 (UTC+8)-
dc.identifier (Other Identifiers) G0095355010en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35013-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 95355010zh_TW
dc.description (描述) 96zh_TW
dc.description.abstract (摘要) Acculturation is the process in which individuals modify themselves to a new, dominant culture and how individuals acquire knowledge, skills, and behaviors appropriate to the consumer culture of the dominant culture. This study seeks to determine how the acculturation influence variables mentioned in past studies, the situational variable of companionship during consumption, and the marketing tactics employed by Taiwanese firms influence consumer acculturation of Latin American student visitors in Taiwan, i.e. attitude toward Taiwanese brands, consumption intention, and consumption behavior. Two product categories are studied: food and clothing.

Data from Latin American student visitors were collected via web-based English and Spanish questionnaires as well as two in-depth interviews. Regression analysis and cluster analysis results indicate the following main findings: (1) marketing tactics employing English, Spanish, or Latin elements result in less preference consumption of Taiwanese food products and brands; (2) Taiwanese companionship during consumption is positively associated with more preference and consumption of Taiwanese food and clothing brands and products; (3) permanent residence intent and Taiwanese clothing preference and consumption are positively associated; (4) Taiwan media exposure is positively associated with Taiwan clothing consumption; (5) cosmopolitanism is negatively associated with Taiwan clothing consumption; (6) food product consumer acculturation is higher than clothing products in terms of consumption intention and consumption behavior whereas preference of Taiwanese brands in both product categories do not vary; (7) four acculturation patterns that coincide with past studies were identified among the Latin American student visitors in Taiwan, namely integrationists, assimilationists, separatists, and marginalizationists.

These findings not only identify Berry’s acculturation patterns among visitors, but they also provide a different insight into consumer acculturation by studying visitors who by nature are different from the commonly studied immigrants: they do not travel in family units, hence the food habits are not as change resistant, and they do not intend to stay in the host culture for long, hence they supply of clothing they bring along with them allows them to refrain from consuming host culture clothing. Findings also contribute to both academia and management by discovering the negatively relationship between marketing tactics employing English and Spanish elements (e.g. English/Spanish communication content, salesperson, and brand names) and visitors’ consumer acculturation.		en_US
dc.description.tableofcontents CHAPTER 1. Introduction 1
1.1 Research Motivation 1
1.2 Research Objectives 3
1.3 Research Scope 4
1.4 Research Process 5
1.5 Organization of Thesis 6
CHAPTER 2. Literature Review 7
2.1 Cross-Cultural Consumer Behavior 7
2.1.1 Cultural Manifestations 8
2.1.2 Hofstede’s Cultural Dimensions 9
2.1.3 Consumer Behavior and Hofstede’s Cultural Dimensions 12
2.1.4 Multicultural Marketplaces 13
2.2 Acculturation 14
2.2.1 Patterns of Acculturation 16
2.2.2 Variables Influencing Acculturation 19
2.2.3 Consumer Acculturation 23
2.2.4 Consumer Acculturation of Particular Products and Services 25
2.2.5 Related Researches of Consumer Acculturation 27
CHAPTER 3. Research Method 32
3.1 Research Model 32
3.2 Conceptual Definition of the Variables 33
3.2.1 Independent Variables 34
3.2.2 Dependent Variables 40
3.3 Research Hypotheses 42
3.3.1 Acculturation Influence Variables 42
3.3.2 Marketing Tactic Variables 49
3.3.3 Situational Variable 52
3.3.4 Relationship between Preference for Host Culture Brands, Purchase intention, and Consumption Behavior 52
3.3.5 Product Category 53
3.4 Measurement Development 55
3.5 Sampling and Data Collection Method 58
3.6 Data Analysis Method 59
CHAPTER 4. Data Analysis and Findings 61
4.1 Sample Structure 61
4.1.1 Gender 61
4.1.2 Age 61
4.1.3 Education 62
4.1.4 Home Country and Home Country Language 62
4.1.5 Ethnicity 64
4.1.6 Purpose of Visiting Taiwan 64
4.1.7 Average Monthly Disposable Income 65
4.1.8 Duration of Stay 66
4.1.9 Consumer Acculturation 66
4.2 Reliability of Measurement Scale 71
4.3 Regression Analysis 72
4.3.1 Factors Influencing Taiwan Food Brand Preference 73
4.3.2 Factors Influencing Taiwan Food Product Consumption 77
4.3.3 Factors Influencing Taiwan Food Brand Consumption 83
4.3.4 Factors Influencing Taiwan Beverage Product Consumption 88
4.3.5 Factors Influencing Taiwan Beverage Brand Consumption 90
4.3.6 Consumer Acculturation: Food Product Category 92
4.3.7 Factors Influencing Taiwan Clothing Brand Preference 93
4.3.8 Factors Influencing Taiwan Clothing Style Consumption 95
4.3.9 Factors Influencing Taiwan Clothing Brand Consumption 99
4.3.10 Consumer Acculturation: Clothing Product Category 101
4.4 Hypothesis Test 102
4.4.1 Food 102
4.4.2 Clothing 106
4.4.3 Comparison of the Two Product Categories 109
4.4.4 Duration of Stay and Acculturation 112
4.5 Further Analysis of Acculturation Patterns 113
4.5.1 Acculturation Influence Variable Characteristics 114
4.5.2 Situational and Marketing Tactics Variable Characteristics 117
4.5.3 Consumer Acculturation Characteristics 119
CHAPTER 5. Discussion and Limitations 123
5.1 Discussions 123
5.1.1 Food Products 123
5.1.2 Clothing 126
5.1.3 Comparison of the Two Product Categories 129
5.1.4 Acculturation Patterns 130
5.2 Contributions to Academia 132
5.3 Managerial Implications 133
5.4 Limitations 135
5.5 Future Research 135
Reference 137
Appendix 143
Appendix A: Interview Synopsis 1 144
Appendix B: Interview Synopsis 2 146
Appendix C: Correlation Matrixes 148
Appendix D: Surveys 154		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095355010en_US
dc.subject (關鍵詞) 消費文化適應程度zh_TW
dc.subject (關鍵詞) 拉丁美洲zh_TW
dc.subject (關鍵詞) 情境變數zh_TW
dc.subject (關鍵詞) 行銷策略變數zh_TW
dc.subject (關鍵詞) Consumer acculturationen_US
dc.subject (關鍵詞) Latin Americanen_US
dc.subject (關鍵詞) Situational variableen_US
dc.subject (關鍵詞) Marketing tactics variableen_US
dc.title (題名) 拉丁美洲外籍生消費文化適應程度─以食品與服飾為例zh_TW
dc.title (題名) Consumer acculturation of Latin American visitors: A study of food and clothing productsen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 行政院主計處（民96）。外國在華留學生人數。Retrieved April 5, 2008, from http://www.dgbas.gov.tw/public/data/dgbas03/bs7/yearbook/ch4/4-10.xlszh_TW
dc.relation.reference (參考文獻) 內政部警政署（民95）。居留外僑統計─按國籍及職業別。Retrieved April 5, 2008, from http://sowf.moi.gov.tw/stat/officestat/moi08-02.doczh_TW
dc.relation.reference (參考文獻) The American Heritage® Dictionary of the English Language. (2000) (4th ed.). Boston: Houghton Mifflin.zh_TW
dc.relation.reference (參考文獻) Bashi, V., & McDaniel, A. (1997). A theory of immigration and racial stratification. Journal of Black Studies, 27(5), 668 - 682.zh_TW
dc.relation.reference (參考文獻) Berry, J. W. (1997). Immigration, Acculturation, and Adaptation. Applied Psychology: An International Review, 46(1), 5 - 68.zh_TW
dc.relation.reference (參考文獻) Berry, J. W., Phinney, J. S., Sam, D. L., & Vedder, P. (2006). Immigrant Youth: Acculturation, Identity, and Adaptation. Applied Psychology: An International Review, 55(3), 303 - 332.zh_TW
dc.relation.reference (參考文獻) Berry, J. W., & Sam, D. L. (1997). Acculturation and adaptation. In J. W. Berry, M. H. Segall & C. Kagitcibasi (Eds.), Handbook of cross-cultural psychology, Vol. 3: Social behavior and applications (pp. 291 - 326). Boston: Allyn & Bacon.zh_TW
dc.relation.reference (參考文獻) Chattalas, M., & Harper, H. (2007). Navigating a hybrid cultural identity: Hispanic teenagers` fashion consumption influences. Journal of Consumer Marketing, 24(6), 351 - 357.zh_TW
dc.relation.reference (參考文獻) Childers, T. L., & Rao, A. R. (1992). The influence of familial and peer-based reference groups on consumer decisions. Journal of Consumer Research, 19, 198 - 211.zh_TW
dc.relation.reference (參考文獻) Cleveland, M. (2007). Globals, locals, and creoles: Acculturation to global consumer culture, ethnic identity, and consumptionscapes. Saarbrucken: VDM Verlag Dr. Muller.zh_TW
dc.relation.reference (參考文獻) Cleveland, M., & Laroche, M. (2007). Acculturation to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60, 249 - 259.zh_TW
dc.relation.reference (參考文獻) Cuellar, I., Harris, L. C., & Jasso, R. (1980). An acculturation scale for Mexian American normal and clinical populations. Hispanic Journal of Behavioral Sciences, 2, 199 - 217.zh_TW
dc.relation.reference (參考文獻) de Mooij, M. (2005). Global marketing and advertising: Understanding cultural paradoxes. Thousand Oaks, CA: Sage Publications.zh_TW
dc.relation.reference (參考文獻) Desai, P. N., & Coelho, G. (1980). Indian Immigrants in America: Cultural Aspects of Psychological Adaptation. In P. Saran & E. Eames (Eds.), The New Ethics: Asian-Indians in the United States (pp. 363 - 386). New York: Praeger.zh_TW
dc.relation.reference (參考文獻) Deshpande, R., & Stayman, D. (1994). A tale of two cities: Distinctiveness theory and advertising effectiveness. Journal of Marketing Research, 31, 57 - 64.zh_TW
dc.relation.reference (參考文獻) Dolinsky, C., & Feinberg, R. A. (1986). Linguistic barriers to consumer information processing: Information overload in the Hispanic population. Psychology and Marketing, 13, 214 - 220.zh_TW
dc.relation.reference (參考文獻) Douglas, S. P., & Craig, C. S. (1997). The changing dynamic of consumer behavior: Implications for cross-cultural research. International Journal of Research in Marketing, 14, 379 - 395.zh_TW
dc.relation.reference (參考文獻) Fieldhouse, P. (1995). Biocultural Perspectives on Nutrition. In P. Fieldhouse (Ed.), Food and Nutrition: Customs and Culture (2 ed., pp. 1 - 29). London: Chapman and Hall.zh_TW
dc.relation.reference (參考文獻) Geertz, C. (1973). The Interpretation of Cultures. New York: Basic Books.zh_TW
dc.relation.reference (參考文獻) Giles, H., Llado, N., McKirnan, D. J., & Taylor, D. M. (1979). Social identity in Puerto Rico. International Journal of Psychology, 14, 185 - 201.zh_TW
dc.relation.reference (參考文獻) Gordon, M. (1964). Assimilation in American Life. New York: Oxford.zh_TW
dc.relation.reference (參考文獻) Gulick, J. (1971). Social Structure and Culture Change in a Lebanese Village (3 ed.). New York: Johnson Reprint Co.zh_TW
dc.relation.reference (參考文獻) Hofstede, G. (1984). Culture`s consequences: International differences in work-related values. Thousand Oaks, CA: Sage.zh_TW
dc.relation.reference (參考文獻) Hofstede, G. (2001). Culture`s Consequence (2nd Edition ed.). Thousand Oaks, CA: Sage.zh_TW
dc.relation.reference (參考文獻) Hoyer, W. D., & MacInnis, D. J. (1997). Problem Recognition and Information Search. In J. B. Speer (Ed.), Consumer Behavior (pp. 196). Boston: Houghton Mifflin Company.zh_TW
dc.relation.reference (參考文獻) Koslow, S., Shamdasani, P. N., & Touchstone, E. E. (1994). Exploring language effects in ethnic advertising: A sociolinguistic perspective. Journal of Consumer Research, 20, 22 - 34.zh_TW
dc.relation.reference (參考文獻) Laroche, M. (2008). Acculturation and Consumption: Textures of Cultural Adaptation. (Working Paper: Concordia University, Montreal, Canada)zh_TW
dc.relation.reference (參考文獻) Lavidge, R. J., & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing.zh_TW
dc.relation.reference (參考文獻) Lee, W. N., & Tse, D. K. (1994). Becoming Canadian: Understanding how Hong Kong immigrants change their consumption. Pacific Affairs, 67(1), 70.zh_TW
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