El papel de internet en la convergencia cultural: un análisis teórico basado en la aproximación constructivista dinámica desde la perspectiva de las interacciones online de los consumidores
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Publicado
18-09-2018
Francisco J. Martínez López
Ignacio Tamayo Torres
Leopoldo J. Gutiérrez Gutiérrez
Resumen
Este trabajo plantea y analiza, con un enfoque teórico, el papel que puede tener Internet como factor impulsor clave de la convergencia cultural entre países. En este respecto, se refl exiona en torno a una propuesta teórica central, tomando como base principal la aproximación cultural constructivista dinámica. En esencia, se teoriza sobre cómo los valores compartidos por parte de los individuos (consumidores) procedentes de diferentes culturas en este medio, fruto de procesos interactivos e iterativos de comunicación online, pueden ser transferidos de manera plausible a cada una de sus culturas primarias o de origen, fomentando, por tanto, la aproximación de las mismas en el largo plazo.
Cómo citar
Martínez López, F. J., Tamayo Torres, I., & Gutiérrez Gutiérrez, L. J. (2018). El papel de internet en la convergencia cultural: un análisis teórico basado en la aproximación constructivista dinámica desde la perspectiva de las interacciones online de los consumidores. Cuadernos De Gestión, 8(1), 25–38. https://doi.org/10.5295/cdg.19111fm
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Keywords
Internet, interacción cultural, transferencia de valores, convergencia cultural, aproximación constructivista dinámica
References
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MOOIJ, M (2000): «The future is predictable for international marketers. Converging incomes lead to diverging consumer behaviour», International Marketing Review, Vol. 17, No. 2, pp. 103-113.
MOOIJ, M.; HOFSTEDE, G. (2002): «Convergence and divergence in consumer behavior: implications for international retailing», Journal of Retailing, Vol. 78, pp. 61—69.
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ROBBINS, S.S.; STYLIANOU, A.C. (2002): «Global corporate web sites: an empirical investigation of content and design», Information and Management, Vol. 40, pp. 205-212.
SCHLEGELMILCH, B.; SINKOVICS, R. (1998): «Viewpoint: marketing in the information age — can we plan for an unpredictable future», International Marketing Review, Vol. 15, No. 3, pp. 162-170.
SCHWARTZ, S.H. (1992): «Universals in the Structure and Content of Values: Theoretical Advances and Empirical Tests in 20 Countries», Advances in Experimental Social Psychology, Vol. 25, pp. 1—65.
SHETH, J.; PARVATIYAR, A. (2001): «The antecedents and consequences of integrated global marketing», International Marketing Review, Vol. 18, No. 1, pp. 16-29.
SINGH, N.; ZHAO, H.; HU, X. (2005): «Analyzing the cultural content of web sites. A cross-national comparison of China, India, Japan, and US», International Marketing Review, Vol. 22, No. 2, pp. 129-146.
STEIDTMANN, C. (2000): Consumer Nation: CPG Companies in a Consumer-Centric World, PricewaterhouseCoopers. Disponible en: http://www.pwcglobal.com/cpg
THOMPSON, K. (2002): «Border Crossings and Diasporic Identities: Media Use and Leisure Practices of an Ethnic Minority»: Qualitative Sociology, Vol. 25, No. 3, p. 409-418.
TONN, B.E.; OGLE, E. (2002): «A vision for communities of the 21st century: back to the future», Futures, Vol. 34, pp. 717-734.
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BAGCHI, K.; HART, P.; PETERSON, M. (2004): «National culture and information technology product adoption», Journal of Global Information Technology Management, Vol. 7, Nº 4, pp. 29-46.
BENET-MARTÍNEZ, V.; HARITATOS, J. (2005): «Bicultural identity integration (BII): Components and psychological antecedents», Journal of Personality, Vol. 73, Nº 4, pp. 1015-1049.
CHENG, C.; LEE, F.; BENET-MARTÍNEZ, V. (2006): «Assimilation and contrast effects in cultural frame switching. Bicultural identity integration and valence of cultural cues», Journal of Cross-Cultural Psychology, Vol. 37, Nº 6, pp. 742-760.
COOK, J.; FINLAYSON, M. (2005): «The impact of cultural diversity on Web site design», Advanced Management Journal, Vol. 70, Nº 3, pp. 15-23 y 45.
FARQUHAR, J.; ROWLEY, J. (2006): «Relationships and online consumer communities», Business Process Management Journal, Vol. 12, No. 2, pp. 162- 177.
HEMETSBERGER, A.; REINHARDT, C. (2006): «Learning and knowledge-building in opensource communities. A social experiential approach», Management Learning, Vol. 37, No. 2, pp. 187-214.
HIGGINS, E. T. (1996): Knowledge activation: Accessibility, applicability and salience, en Higgins. E.T. y
HOFFMAN, D.; NOVAK, T.; SCHLOSSER, A. (2000): «The evolution of the digital divide: How
gaps in Internet access may impact electronic commerce», Journal of Computer-Mediated Communication, Vol. 5, No. 3. Disponible en: http://jcmc.indiana.edu/vol5/issue3/hoffman.html
HOFSTEDE, G. (1980): Culture’s consequences: International differences in work related values,
Beverly Hills, CA: Sage Publications.
HONG, Y.; BENET-MARTÍNEZ, V.; CHIU, C.; MORRIS, M.W. (2003): «Boundaries of cultural
infl uence. Construct activation as a mechanism for cultural differences in social perception»,
Journal of Cross-Cultural Psychology, Vol. 34, Nº 4, pp. 453-464.
HONG, Y.; CHIU, C. (2001): «Toward a paradigm shift: from cross-cultural differences in social
cognition to social-cognitive mediation of cultural differences», Social Cognition, Vol. 19, No.
3, pp. 181-196.
HONG, Y.; IP, G.; CHIU, C.; MORRIS, M.; MENON, T. (2001): «Cultural identity and dynamic
construction of the self: collective duties and individual right in Chinese and American cultures», Social Cognition, Vol. 19, No. 3, pp. 251-268.
HONG, Y.; MALLORIE, L.A.M. (2004): «A dynamic constructivist approach to culture: lessons
learned from personality psychology», Journal of Research in Personality, Vol. 38, pp. 59-67.
HONG, Y.; MORRIS, M.; CHIU, C.; BENET-MARTÍNEZ, M. (2000): «Multicultural minds. A
dynamic constructivist approach to culture and cognition», American Psychologist, Vol. 55, No.
7, pp. 709-720.
HOSTEDE, G. (1991): Cultures and Organizations: Software of the Mind. New York, NY: McGraw-Hill.
HOWARD, P.; LEE, R.; JONES, S. (2001): «Days and Nights on the Internet», American Behavioral
Scientist, Vol. 45, No. 3, p. 383—404.
JHONSTON, K.; PARMINDER, J. (1999): «The Internet as a «virtual culture region». Are extant
cultural classifi cation schemes appropriates?», Internet Research: Electronic Networking Applications and Policy, Vol. 9, No., pp. 178-186.
JUNGLAS, I.A.; WATSON, R.T. (2004): «National culture and electronic commerce», E-Service
Journal, Vol. 3, Nº 2, pp. 3-34.
LAU, I.; CHIU, C.; LEE, S. (2001): «Communication and Shared Reality: Implications for the Psychological Foundation of Culture», Social Cognition, Vol. 19, No. 3, pp. 350-71.
LEVITT, T. (1983): «The globalization of markets», Harvard Business Review, Mayo-Junio, pp.
92-102.
LIU, R.; MCCLURE, P. (2001): «Recognizing cross-cultural differences in consumer complaint
behavior and intentions: an empirical examination», Journal of Consumer Marketing, Vol. 18,
No. 1, pp. 54-74.
MALHOTRA, N.; AGARWAL, J.; BAALBAKI, I. (1998): «Heterogeneity on regional trading
blocks and global marketing strategies. A multicultural perspective», International Marketing
Review, Vol. 15, No. 6, pp. 476-506.
MARTÍNEZ-LÓPEZ, F.J.; SOUSA, C.M.P.; SÁNCHEZ-FRANCO, M.J. (2006): «Should globally
oriented online fi rms be fl exible with their market strategies?», International Journal of Business Environment, Vol. 1, No. 3, pp.350—364.
MCWILLIAM, G. (2000): «Building stronger brands through online communities», Sloan Management Review, Vol. 41, No. 3, pp. 43-54
MISCHEL, W.; SHODA, Y. (1995): «A cognitive—affective system theory of personality: reconceptualizing situations, dispositions, dynamics and invariance in personality structure», Psychological Review, Vol. 102, pp. 246—268.
MOOIJ, M (2000): «The future is predictable for international marketers. Converging incomes lead to diverging consumer behaviour», International Marketing Review, Vol. 17, No. 2, pp. 103-113.
MOOIJ, M.; HOFSTEDE, G. (2002): «Convergence and divergence in consumer behavior: implications for international retailing», Journal of Retailing, Vol. 78, pp. 61—69.
NING, W. (2002): «Globalization and culture: the Chinese cultural and intellectual strategy», Neohelicon, Vol. 29, No. 2, pp. 103—116.
NONAKA, I. (1994): «A dynamic theory of organizational knowledge creation», Organization Science, Vol. 5, pp. 14-37.
NONAKA, I.; KONNO, N. (1998): «The concept of «Ba»: Building a foundation for knowledge creation», California Management Review, Vol. 40, No. 3, pp. 40-54.
ORLOWSKI, S. (1997): «Government initiatives in information technology security,» Information Management & Information Security, Vol. 5, No. 3, pp. 111-118.
PITT, D. (2001): «Internet access and development», Telecommunications Policy, Vol. 25, pp. 281-283.
ROBBINS, S.S.; STYLIANOU, A.C. (2002): «Global corporate web sites: an empirical investigation of content and design», Information and Management, Vol. 40, pp. 205-212.
SCHLEGELMILCH, B.; SINKOVICS, R. (1998): «Viewpoint: marketing in the information age — can we plan for an unpredictable future», International Marketing Review, Vol. 15, No. 3, pp. 162-170.
SCHWARTZ, S.H. (1992): «Universals in the Structure and Content of Values: Theoretical Advances and Empirical Tests in 20 Countries», Advances in Experimental Social Psychology, Vol. 25, pp. 1—65.
SHETH, J.; PARVATIYAR, A. (2001): «The antecedents and consequences of integrated global marketing», International Marketing Review, Vol. 18, No. 1, pp. 16-29.
SINGH, N.; ZHAO, H.; HU, X. (2005): «Analyzing the cultural content of web sites. A cross-national comparison of China, India, Japan, and US», International Marketing Review, Vol. 22, No. 2, pp. 129-146.
STEIDTMANN, C. (2000): Consumer Nation: CPG Companies in a Consumer-Centric World, PricewaterhouseCoopers. Disponible en: http://www.pwcglobal.com/cpg
THOMPSON, K. (2002): «Border Crossings and Diasporic Identities: Media Use and Leisure Practices of an Ethnic Minority»: Qualitative Sociology, Vol. 25, No. 3, p. 409-418.
TONN, B.E.; OGLE, E. (2002): «A vision for communities of the 21st century: back to the future», Futures, Vol. 34, pp. 717-734.
TRIANDIS, H. C. (1995): Individualism and collectivism. Boulder, CO: Westview Press.
TSE, T.; TIONG, J.; KANGASLAHTI, V. (2004): «The effect of cultural norms on the uptake of information and communications technologies in Europe: A conceptual analysis», International Journal of Management, Vol. 21, No. 3, pp. 382-392.
WATSON, J.; LYSONSKI, S.; GUILLAN, T.; RAYMORE, L. (2002): «Cultural values and important possessions: a cross-cultural analysis», Journal of Business Research, Vol. 55, pp. 923-931.
YAP, A.; DAS, J.; BURBRIDGE, J.; CORT, K. (2006): «A composite model for e-commerce diffusion: integrating cultural and socio-economic dimensions to the dynamics of diffusion», Journal of Global Information Management, Vol. 14, Nº 3, pp. 17-38.
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