| Summary: | 博士 === 國立交通大學 === 管理科學研究所 === 84 === The purpose of this study is to investigate the relationships
between cultural characteristics and industrial buying
decisions in Taiwan and Mainland China. The first part of this
study investigated the effects of culture on two industrial
vendor selection criteria, price and delivery schedule, in
Taiwan and Mainland China. Hofstede''s national character and
Chinese Culture Connection''s Chinese Value Survey (CVS), two
instruments based on different constructs, were used together
to represent the cultural characteristics of industrial buyers
from Taiwan and Mainland China. The findings indicated that the
CVS was more suitable for detecting cultural differences
between these two areas. Moreover, masculinity and
integration had significant positive effects, but moral
discipline had negative effect on price awards. The second part
of this study investigated buying criteria in the PRC
telecommunications market and the effects of Chinese culture on
these criteria. Five buying criteria were identified by
literature searches and experience surveys. They included
performance, product, price, relationship, and policy. Again,
Chinese Value Survey were used to represent the cultural
characteristics of government personnel. The study found that
integration had a negative effect on price and a positive
effect on performance. In addition, moral discipline had a
positive effect on the policy criterion. Neither product nor
relationship was found to be affected by the government
personnel cultural characteristics. The distributions of
ratings indicated that product was regarded relatively more
important, and relationship less important by the PRC
government personnel in making buying decisions. The last part
of this study examined the moderating effects of interdependent
self-construal on relationship marketing in Taiwan and Mainland
China. The interdependent self depends on others, his or her
relations with others, and contextual factors to regulate
behavior.
|
|---|
