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研究生:李惠敏
研究生(外文):Lee, Hui-Min
論文名稱:AnExploratoryCross-CulturalStudyofMessageBoardofSitcomProgramsinUnitedStateandTaiwan
指導教授:邱志聖邱志聖引用關係
指導教授(外文):Chiou, S. C.
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際貿易研究所
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:英文
論文頁數:76
中文關鍵詞:virtual communitymessage boardcross-culturecontent analysis
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This exploratory study examined the effect of cross-culture on the content of messages on message boards, more specifically through the sitcom programs shown in United States and Taiwan. The theoretical framework is based on the theory of culture: Individualism vs. Collectivism. However as shown in the study factors such as country of origin as well as viewers’ profile will play a role and have its effect in the findings. Content analysis was applied to analyze the data. The results of this study have important implications for cross-cultural consumer studies and marketing practices.
The practical research involved analyzing an organization’s data utilizing data mining tools with the objective of customers and products segmentations. The report ends by pointing out areas for future research.



This exploratory study examined the effect of cross-culture on the content of messages on message boards, more specifically through the sitcom programs shown in United States and Taiwan. The theoretical framework is based on the theory of culture: Individualism vs. Collectivism. However as shown in the study factors such as country of origin as well as viewers’ profile will play a role and have its effect in the findings. Content analysis was applied to analyze the data. The results of this study have important implications for cross-cultural consumer studies and marketing practices.
The practical research involved analyzing an organization’s data utilizing data mining tools with the objective of customers and products segmentations. The report ends by pointing out areas for future research.



ACKNOWLEDGEMENT I
ABSTRACT II
LIST OF ILLUSTRATIONS III
1. CHAPTER ONE: INTRODUCTION 1
1.1 Background 1
1.2 Statement of the Problem 4
1.3 Significance of the Study 5
1.4 Research Questions 6
1.5 Structure of the Report 6
2. CHAPTER TWO: LITERATURE REVIEW 8
2.1 Virtual Community 8
2.2 Discussion Forum 10
2.3 Culture 10
2.4 Individualism vs. Collectivism 11
2.5 Popular Culture and Multicultural Communication 14
2.6 Propositions 16
3. CHAPTER THREE: RESEARCH METHODOLOGY 18
3.1 Content Analysis Research Design 19
3.2 Identify and Obtain Data 19
3.3 Coding Scheme 24
3.4 Coding Reliability 28
4. CHAPTER FOUR: Results and Findings 34
4.1 Friends US vs. Friends TW 34
4.1.1 Topics 35
4.1.2 Messages 38
4.2 Friends TW vs. Beauty or Beast JP- Country of Origin 43
4.2.1 Topics 43
4.2.2 Messages 46
4.3 Friends TW vs. Love of Rose TW- TV Rating and Viewers Profile 49
4.3.1 Topics 49
4.3.2 Messages 51
5. CHAPTER FIVE: CONCLUSIONS AND RECOMMENDATIONS 56
5.1 Discussion and Marketing Implications 56
5.1.1 The effects of Information-Seeking discussions on message board 56
5.1.2 The effects of Plot-Related discussions on message board. 57
5.1.3 The effects of Emotion-related discussions on message
board. 58
5.2 Areas for Future Research 59
BIBLIOGRAPHY 61
APPENDICES 64
Appendix A- Topics for Friends US. 64
Appendix B- Messages for Friends US. 67



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Byrd, Marguita L. (1998). Multicultural Communication and Popular Culture: Racial and Ethnic Images in Star Trek. New York: McGraw-Hill.
Cartwright, D. P. (1953). Analysis of Qualitative Material, Research Methods in the Behavioral Sciences, eds. New York: Holt, Rinehart & Winston, 421-470.
Fearing, F. (1953). Towards a Psychological Theory of Human Communication. Journal of Personality, 22, 71-88.
Hofstede, Greet (1983). The Culture Relativity of Organizational Practices and Theories. Journal of International Business Studies, 14 (Fall), 75-89.
Holsti, O. R. (1969). Content Analysis for the Social Sciences and Humanities. Reading, MA: Addison-Wesley Publishing.
Hui, C. H. (1988). Measurement of Individualism-Collectivism. Journal of Research in Personality, 22, 17-36.
Hui, C. H. and Triandis, H. C (1986). Individualism-Collectivism: A Study of Cross-Cultural Researchers. Journal of Cross-Cultural Psychology, 17(2), 225-248.
Kaplan, A., and Golsen, J. M. (1949). The Reliability of Content Analysis Categories. The Language of Politics: Studies in Quantitative Semantics, eds. New York: George Steward, 83-112.
Kassarjian, Harold H. (1997). Content Analysis in Consumer Research. Journal of Consumer Research, 4(June), 8-18.
Kolbe, R. H., and Burnett, M. S. (1991). Content Analysis Research: An Examination of Applications with Directives for improving Research Reliability and Objectivity. Journal of Consumer Research, 18, 243-250.
Lee, F., D. Vogel, and M. Limayem (2003). Virtual Community Informatics: A Review and Research Agenda. The Journal of Information Technology Theory and Application, 5:1, 2003, 47-61.
Radev, R., Kelsey L., Weiguo F. (2001). Getting answers to natural language questions on the Web. Journal of the American Society for Information Science and Technology. Hoboken: Mar 2002. Vol. 53, Iss. 5; p. 359.
Rafaeli, S. (2002). Online auctions, messaging, communication and social facilitation: A simulation and experimental evidence. European Journal of Information Systems. Basingstoke: Sep 2002. Vol. 11, Iss. 3; p.196.
Rheingold, H. (2000). Virtual Community: Homesteading on the Electronic Frontier. Addison-Wesley, New York, NY, USA.
Smith, M. Brewster, Brunner, Jerome S., and White, Robert W. (1956). Opinion and Personality, New York: Wiley.
Tehranian, M. (1999). Global Communication and World Policts: Domination, Development, and Discourse. Boulder, CO: Lynne Reinner.
Triandis, Harry C. (1994). Culture and Social Behavior, New York: McGraw-Hill.
Wellman, B., and Gulia, M. (1999). The Network Community: An Introduction to Networks in the Global Villiage. Networks in the Global Village 1-48. Boulder, CO: Westview Press.
Yu, C. N. (1974). A Comparison of Television Programs between the United States and the Republic of China. San Jose State University.
Friends United States Official Website- Warner Brothers: http://www2.warnerbros.com/friendstv/container.html
Friends Taiwan Website- Yahoo:
http://tw.club.yahoo.com/clubs/FRIENDSForever/
Beauty or Beast- Videoland:
http://japan.videoland.com.tw/ta.asp?dtype=bob
Love of Rose- PChome
http://club.pchome.com.tw/urs/club_index.html?club_e_name=roselove

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