期刊刊名：科技學刊－人文社會類 　 卷期：20卷2期

篇名出版日期：2011年12月1日

作者：Thomas Chiang Blair,Jia-Yu Wu,Fang-Suey Lin,Shang-Chia Chiou,王強強, 吳嘉瑜, 林芳穗, 邱上嘉

語言：English

關鍵字：cultures, communication, impact of media, media, media selection, 文化,溝通,媒體影響力,媒體,媒體工具選擇

被點閱次數：6次

閱讀時間：2880sec

摘要：
Nowadays to meet the challenges of global marketing, many brands are forcing to rethink the way they communicate. Therefore, effective communication through media plays an essential role. On this paper, the author tried to understand the complexity and confusion of crossculture advertising through media. Two areas were examined: 1. How does communication change within media flows, and 2. How does media bridge cross-culture within nationality and gender. In order to establish the validity of our research, and obtain the measure of consumers’ attitudes toward the media, questionnaires were distributed to university students in eight different countries (Canada, China, Hong Kong, Japan, Korean, Taiwan, United Kingdom, and United States). Data were collected from June 2007 through October 2010 and explored by ANOVA (univariate). Our findings showed 3 significant factors; 1. Dif-ferent media will create different effects on people that some are positive and some are negative; 2. The selection of what media are mostly influence by nationality than gender; 3. In the same culture, sometime there are difference within genders of selecting what media are appropriate.

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