| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.37 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A evidência de um mercado globalizado, a crescente utilização da internet ano após ano, juntamente com a proliferação do comércio eletrónico, torna indiscutível a importância da presença de uma empresa na web. Para tal, é também importante ter em consideração e perceber a influência da cultura e dos valores culturais na construção de websites orientados para os mercados externos.
O objetivo principal desta tese foi o de identificar se as empresas portuguesas exportadoras de vinho têm ou não os seus websites adaptados aos mercados externos para onde exportam, tendo sido escolhido o mercado norte-americano por ser mais o mais representativo em termos da língua inglesa. De modo a conseguirmos ir de encontro ao objetivo, foram utilizadas uma série de variáveis desenvolvidas por Singh e Matsuo (2004) e Singh e Pereira (2005) com base nas dimensões de Hofstede e Hall. O estudo consistiu na análise de conteúdo dos principais websites das empresas Portuguesas exportadoras de vinho. A amostra incluiu 44 empresas exportadoras de vinho extraídas da base de dados SABI, em que se avaliou cada variável em cada um dos websites das empresas numa escala de Likert de 5 pontos.
Das 5 hipóteses formuladas com base nas quatro das dimensões de Hofstede (1991) e na dimensão de alto e baixo contexto de Hall (1976), apenas se verificou a hipótese de os websites portugueses apresentarem níveis mais elevados de orientação para evitar incerteza do que os websites direcionados para os EUA. Os resultados do estudo sugerem, assim, que, de um modo geral, os websites das empresas portuguesas exportadoras de vinho estão pouco adaptados às caraterísticas culturais do mercado dos Estados Unidos.
The evidence of a globalized market, and the constantly growing of internet usage, alongside with the e-commerce proliferation makes the undeniable the importance of company’s presence on the web. Given that, it’s also important to consider and understand the influence of the culture and the cultural values when making a website oriented for external markets The main purpose of this thesis is to identify if the Portuguese wine exporting companies are adapted to the foreign markets to where they export. In this particular case the study is made to the American market for being the most representative in the English language. In order to fulfill the purpose, a list of variables developed by Singh and Matsuo (2004) and Singh and Pereira (2005) were used, based com Hofstede and Hall’s dimensions. The study consisted in analyzing a sample of 44 wine exporting companies that were extracted from the SABI database, in which each variable was evaluated in every single website from the companies listed in a five point Likert scale. Considering the five hypotheses that were framed based on four of the Hofstede’s (1991) dimensions, and Hall’s (1976) high and low context dimension, the only one accepted was the hypothesis of Portuguese websites depicting higher levels of uncertainty avoidance than the English ones. The results suggest that, generally speaking, the Portuguese wine exporting companies are poorly adapted to the American cultural values.
The evidence of a globalized market, and the constantly growing of internet usage, alongside with the e-commerce proliferation makes the undeniable the importance of company’s presence on the web. Given that, it’s also important to consider and understand the influence of the culture and the cultural values when making a website oriented for external markets The main purpose of this thesis is to identify if the Portuguese wine exporting companies are adapted to the foreign markets to where they export. In this particular case the study is made to the American market for being the most representative in the English language. In order to fulfill the purpose, a list of variables developed by Singh and Matsuo (2004) and Singh and Pereira (2005) were used, based com Hofstede and Hall’s dimensions. The study consisted in analyzing a sample of 44 wine exporting companies that were extracted from the SABI database, in which each variable was evaluated in every single website from the companies listed in a five point Likert scale. Considering the five hypotheses that were framed based on four of the Hofstede’s (1991) dimensions, and Hall’s (1976) high and low context dimension, the only one accepted was the hypothesis of Portuguese websites depicting higher levels of uncertainty avoidance than the English ones. The results suggest that, generally speaking, the Portuguese wine exporting companies are poorly adapted to the American cultural values.
Description
Nota: 17 valores
Keywords
Adaptação cultural Dimensões de hofstedee hall Análise de websites Empresas portuguesas exportadoras de vinho Cultural adaptation Portuguese wine exporting companies Hofstede and hall’s dimensions Website analyses