A Comparison on the Home Page of Taiwan’s and American Traveling Web site ―In the View of Advertising Basis

• Main Authors: Ko-Min Mao, 毛格民
• Other Authors: Ding-yu Chan
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/59584974420883026936

碩士 === 靜宜大學 === 企業管理學系 === 90 === The rise of Internet has become a new path of market selling, its competitions on the traveling web site is more and more drastic. To have a general and comprehensive view, there are fewer evaluations on the international traveling home page hence this study will focus on the differences between the home page of Taiwanese and American web site by means of symbology and content analysis of 329 samples for each side in the point of advertising basis. Major content will include the differences and similarities of web site classification, home page appeals, and the purpose of home page. In consequence of the research, we can conclude that (1) In web site classification, there is more real type web site in Taiwan than in America; (2) In home page appeals, real type web sites in Taiwan and America lay stress on emotional appeals while virtual type appeals on reasoning; (3) In home page purpose, American home page pay much attention on ”driving traffic”, ”executing sales” and ”branding”, but in Taiwan it emphasizes ”executing sales”.