How World - Wide is Marketing Communication on the World Wide Web ?
نویسندگان
چکیده
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 differentiation products.
منابع مشابه
Commercial Scenarios for the Web: Opportunities and Challenges
Introduction The World Wide Web as an Efficient Channel The Web as an Active Model of Marketing Communications The Web as a Commercial Medium Consumer Benefits Benefits to the Firm Size and Growth of the Internet and the World Wide Web Barriers to Commercialization of the Web Models of Web-Based Business A New Classification of Commercial Web Sites Summary and Conclusions
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