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研究生:偉大力
研究生(外文):VITALII OSNACH
論文名稱(外文):A Research of Popular E-Commerce Platforms for Selling Sports Fan Goods in Different Cultures
指導教授:蔡敦仁蔡敦仁引用關係
指導教授(外文):TSAI, DWEN-REN
口試委員:洪茂盛張耀鴻蔡敦仁
口試委員(外文):HOMG, MAU-SHENGCHANG,YAO-HUNGTSAI, DWEN-REN
口試日期:2020-06-15
學位類別:碩士
校院名稱:中國文化大學
系所名稱:電子商務碩士學位學程
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:46
外文關鍵詞:e-commercesports fan goodscultural dimensionscultural oriented heuristicsplatform interface
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This study is based on Hofstede’s cultural dimensions, and it researched e-commerce platforms for selling sports fan goods. This study answers for the question: which cultural dimensions influence on the choice and evaluation of a platform?
For the study, respondents from Taiwan and Russia were interviewed; the total sample was 78 respondents (65 was reliable). The questions in the questionnaire were formulated on the basis of cultural dimensions (Uncertainty Avoidance, Individualism/Collectivism, Masculinity/Femininity, Power Distance) and each dimensions were separated for the cultural oriented heuristics (behavioral patterns related to cultural backgrounds). In addition, the questions were asked for particular platforms (official websites of sports teams; official websites of technical sponsors producing sports equipment; official accounts of sports teams in social networks; online stores and intermediary websites).
As a result, it was found that cultural differences in choosing an e-commerce platform for selling sports fan goods exist exclusively within Uncertainty Avoidance and Individualism/Collectivism cultural dimensions. At the same time, not all heuristics are applicable for different cultures, and these differences are not used with all the platforms that was studied. Therefore, when a sports team selects a platform and customizes an interface, not every cultural aspect should be used.
ABSTRACT iii
ACKNOWLEDGEMENT iv
LIST OF TABLES vi
LIST OF FIGURES vii
CHAPTER ONE INTRODUCTION 1
1.1 Motivation for the research 1
1.2 Research background 1
1.3 Research aim and objects 3
1.4 Research limitations 5
CHAPTER TWO LITERATURE REVIEW 6
2.1 Main definitions 6
2.1.1 Brand of a sports team 6
2.1.2 E-commerce platforms for selling sports fan goods 7
2.1.3 Sports fan goods 9
2.1.4 Cultural differences 9
2.1.5 Sports fans (consumers) 10
2.2 Existing studies 11
CHAPTER THREE HYPOTHESIS AND METHODOLOGY 18
3.1 Hypothesis 18
3.2 Methodology and questionnaire design 22
CHAPTER FOUR RESULT AND DATA ANALYSIS 24
4.1 Descriptive analysis 24
4.2 Hypotheses result 27
4.2.1 Hypothesis 1 28
4.2.2 Hypothesis 2 30
4.2.3 Hypothesis 3 33
4.2.4 Hypotheses 4 35
CHAPTER FIVE CONCLUSION 36
5.1 Summarizing of hypotheses 36
5.2 Recommendations 37
REFERENCES 39
APPENDIX 42
Appendix A. Questionnaire 42
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