Influencing Factors and Performance Implications of Follower’s Marketing Communication Adaptation: An Empirical Study of Taiwanese Exporting Firms

• Main Authors: Yi -Mei, 李宜玫
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/2t5sut

碩士 === 銘傳大學 === 國際企業學系碩士班 === 96 === Taiwan is a typical island country. It is crowded and resources are limited. Since long ago, the exportation always leads the main power which the Taiwan economy grows. After Taiwan joins W T O, how Taiwanese follower’s firms to use communicate with consumer and enhance its purchase desire in a low lost way to become a key issue. This study explores critical influencing factors and performance implications of Taiwan Follower’s marketing communication adaptation. Literature review demonstration that focusing of host country characteristics, firm characteristics and advertisement cost, will influence the adaption of comunication. Applying Multiple Regression Analysis, 105 Taiwan exporting firms are analyzed. Analyzing results indicate that some of host characteristics, firm characteristics and advertisement cost of Taiwan firms influence adaptation of communication significantly. In addition, adapation of communication also influence firm performance significantly. Therefore Taiwanese firms may analysis host country characteristics, firm characteristics and advertisement cost to deside it’s adaption level of communication.