服装毕业文献翻译Word下载.docx

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冯俊杰

一、外文原文

原文

THEEFFECTSOFCULTURE,LONG-TERMORIENTATION,

ANDGENDERONCONSUMERS’PERCEPTIONSOF

CLOTHINGVALUES

HSIU-JUHSU

NationalPingtungUniversityofScienceandTechnology

LESLIEDAVISBURNS

OregonStateUniversity

[Abstract]Weexaminedtheeffectsofculture,highandlowlong-termorientation,andgenderonconsumers’perceptionsofclothingvalueswhenmakingclothingpurchasedecisions.Participantswere487universitystudentsfromUSAand903fromTaiwanwhocompletedaself-administeredquestionnaire.Itwasfoundthatconsumersfromtheculturewithhighlong-termorientation（Taiwan）scoredsignificantlyhigheroneconomicandreligiousclothingvaluesthandidconsumersfromtheculturewithlowlong-termorientation（USA）.Moreover,consumers’clothingvaluesvariedaccordingtothetypeofclothing,andfemaleparticipantsscoredsignificantlyhigheronaestheticandsocialclothingvalueswhencomparedtomaleparticipants.

[Keywords]consumerbehavior,clothingvalue,culture,long-termorientation,gender,Taiwan,UnitedStates.

Intoday’sincreasinglycompetitiveglobalmarket,thereisagreaterneedforunderstandingcross-culturaldifferencesinconsumerbehavior.Culture“affectsthespecificproductspeoplebuyaswellasthestructureofconsumption,individualdecisionmaking,andcommunicationinasociety”（Blackwell,Miniard,&

Engel,2001,p.320）.Formarketers,thefailuretotakeintoaccountculturaldifferencesamongconsumershascontributedtomanybusinessfailures（Ricks,1993）.Consequently,differencesandsimilaritiesbetweenone’sowncultureandthecultureinwhichonewishestomarketcanbeunderstoodthroughcross-culturalcomparisons（Aaker&

Maheswaran,1997）.However,comprehensivecross-culturalcomparativestudiesaredifficulttodesignandanalyzebecausetherearemanyvariablesthatneedtobetakenintoconsideration（Hantrais&

Mangen,1996）.Forthesereasons,marketingmanagersoftenuseculturalclassifications,suchasnationalculture,todeterminethelimitsofpossibleoverlapbetweenmarketingstrategiesdirectedtowarddifferentculturalmarkets（Steenkamp,Hofstede,&

Wedel,1999）.AccordingtotheHofstedenationalcultureframework,nationalcultureiscomposedoffivedimensions:

powerdistance（thedegreeofequalityamongpeoplethatthepopulationofacountryconsidersasnormal:

fromrelativeequalitytoextremeinequality;

Hofstede,1994,p.13）,individualism,uncertaintyavoidance,masculinity,andlong-termorientation.Hofstedeassignedcountriesnumericalindicesofeachdimensionaccordingtothedegreetowhichcitizensinthecountryportraythatdimension.InexaminingtheindexvaluesofTaiwanandtheUnitedStates（US）foreachdimension,theUShashighindividualism,andTaiwanhaslowindividualism;

theUShasalowlong-termorientation,andTaiwanhasahighlong-termorientation.Shulrufetal.（2011）haveconductedresearchonnationalculturecomparinghighandlowindividualism;

however,fewstudieshavebeenconductedinwhichthehighandlowlong-termorientationsinHofstede’sframeworkarecompared.

InthisstudywecomparedconsumersinTaiwanandtheUS.Overthepast40yearsTaiwanhasachievedcontinualgrowthinrealpercapitaincomeandingrossnationalproduct.Currently,Taiwanranks16thamongthecountriesoftheworldinsizeofexport,17thinimporting（TaiwanTJCIPInternationalPatentOffice,2010）,and4thinholdingforeignexchangereserves（TheRepublicofChinaataGlance,2010）.TheUS,HongKong,andJapanarethetopbuyersofTaiwaneseexports,accountingfor45.83%oftotalpurchasesmadein2010（TheRepublicofChinaataGlance,2010）.Forcompaniesseekingexpandedinternationalmarkets,anunderstandingofTaiwan’scultureisanimportantelementinformingTaiwanesemarketingstrategies.Indeed,severalresearchershavefounddifferencesbetweentheconsumerbehavioroftheTaiwaneseandthatofAmericans（Hsu&

Burns,2002）.TheConfucianphilosophyisoneofthemostdistinctivedifferencesbetweenthetwocultures.ManyscholarsviewtherecentindustrialsuccessofTaiwanasresultinglargelyfromthestrengthofthriftandpersistencevaluesofConfucianism（Chien&

McLean,2011）.Confucianismalsoemphasizestheindividual’ssocialrelationshipsandsocialresponsibilityoverself-consciousness:

peopleperceivethemselvesaccordingtotheirsocialrelationshipsandresponsibilitiesasopposedtotheirindividualbeing（Huang,Andrulis,&

Chen,1994）.HsiehandScammon（1993）foundthatTaiwaneseconsumerstendtofollowConfucianvaluesofthriftandmoderationinconsumptionandpersonalexpenditure.

AccordingtoHofstede（1994）,culturalvaluesrepresent“thedeepestlevelofaculture”and“wearebornwithinafamilywithinanation,andaresubjecttothementalprogrammingofitsculturefrombirth.Hereweacquiremostofourbasicvalues”（p.13）.Valuesarelearnedandcanshapeourconsumerbehavior,whichincludesclothingselection.Clothingvaluesaredefinedas“[t]hewishes,desires,interests,motives,orgoalswhichanindividualconsidersworthwhileandthusareinfluentialindetermininghisorherattitudesandbehaviorintheuseofclothing”（Lapitsky,1961,p.3）.Researchonclothingvaluesdatesbacktotheearly1930swiththemajorityofresearchersadoptingandadaptingtheworkofAllport,Vernon,andLindzey（1951,1960）,resultinginthedevelopmentofsixclothingvalueorientationswithwhichtoexamineclothingselection（Forney,Rabolt,&

Friend,1993）:

a.Aesthetic:

Desirefor,appreciationof,orconcernwithbeautyinclothing.

b.Economic:

Desireforconservationoftime,energy,andmoneyinrelationto

clothinguseandselection.

c.Political:

Desireforprestige,distinction,leadership,orinfluencethrough

theuseofclothing.

d.Religious:

Desireforasymbolicallymoralexpressioninclothinguse.

e.Social:

Concernforothersintheuseofclothing.

f.Theoretical:

Desiretounderstandwhyclothingisusedorneededandwhyitsatisfies.

ResearchershavefounddifferencesinclothingvaluesbetweenU.S.consumersandconsumersfrombothcountriesintheMiddleEast（Forney&

Rabolt,1990）andfromNewZealand（Forney,Rabolt,&

Friend,1993）.Basedontheculturaldimensionsofhighandlowlong-termorientation,thesixclothingvalueorientationsmayberelatedtoaspectsofHofstede’s（2001）culturalstudyoflong-termorientation.Forexample,consumerwithhighlong-termorientationmaytakeeconomic,political,andreligiousclothingvaluesintoconsiderationwhentheyareshoppingforclothing.ItmightbeConfucianphilosophy（suchasemphasizingtheindividual’ssocialrelationshipsandsocialresponsibilityoverself-consciousnessaswellasmoderationinconsumptionandthriftintheirpersonalexpenditure）thatholdsapositionintheTaiwaneseculture.Ontheotherhand,individualsfromcultureswithlowlong-termorientationmaybeconcernedaboutaesthetic,social,andtheoreticalclothingvalues.Researchoncross-nationalorcross-culturalaspectsofclothingvalueshasbeenconductedtoexamineconsumerbehaviorassociatedwiththeroleofvaluesinclothingselection（Forney,Rabolt,&

Friend,1993）.However,inthesestudies“nationality”wasusedasaunit,notnationalculture,tocomparethedifferencesinclothingvalues.AlthoughHaoChiao（1971）conductedacross-culturalstudyinTaiwanandtheUS,themainobjectivewastoexamineclothingbehaviors,notclothingvalues.

Consumersmayconsiderdifferentclothingvalueswhentheyselectdifferenttypesofclothing.Weexaminedthemajorclothingtypeswornbymostpeople:

casualandformal.Forthepurposesofthisstudy,casualclothingisdefinedasclothingonewouldnotweartoanimportantsocialeventortotheoffice（Starr,2012）andformalclothingisdescribedasmen’sorwomen’sclothingsuitableforformalevents（FormalWear,2006）.

Inaddition,genderdifferenceshavebeenfoundinrelationtoconsumerbehaviorwithclothing（Cho&

Workman,2011）.Allport,Vernon,andLindzey（1951,1960）foundthatmaleshadhighertheoretical,economic,andpoliticalvaluesthandidfemales.Researchersofclothingvalueshavegenerallyfocusedonlyonfemaleconsumers（Creekmore,1963）.Basedontheliteraturereview,wewereguidedbythefollowinghypothesesinthepresentstudy:

Hypothesis1a:

Consumersfromaculturewithhighlong-termorientation（e.g.,Taiwan）willscoresignificantlyhigheroneconomic,political,andreligiousclothingvaluesthanwillconsumersinanationalcultureoflowlong-termorientation（e.g.,theUS）.

Hypothesis1b:

Consumersfromaculturewithhighlong-termorientation（e.g.,Taiwan）willscoresignificantlyloweronaesthetic,social,andtheoreticalclothingvaluesthanwillconsumersinanationalcultureoflowlong-termorientation（e.g.,theUS）.

Hypothesis2:

Consumers’scoresonaesthetic,economic,political,religious,social,andtheoreticalclothingvalueswillbesignificantlydifferentbetweencasualandformalclothing.

Hypothesis3:

Femaleconsumerswillscoresignificantlyhigheronaesthetic,religious,andsocialclothingvaluesthanwillmaleconsumers;

whilefemaleconsumerswillscoresignificantlyloweroneconomic,political,andtheoreticalclothingvaluesthanwillmaleconsumers.

Method

Measure

Aself-administeredquestionnairewasusedtocollectthedataforthisstudy.Thequestionnaireconsistedofthreesections:

thefirstwasusedtomeasureona7-pointscalerespondents’personalviewsonthesixclothingvalues（aesthetic,economic,political,religious,social,andtheoretical）forcasualandformalclothingtypes;

thesecondsectionrelatedtoHofstede