The role of the internet in the cultural convergence: a theoretical analysis based on the dynamicconstructivist approach from the consumers' online interactions perspective
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Published
26-05-2008
Francisco J. Martínez López
Ignacio Tamayo Torres
Leopoldo J. Gutiérrez Gutiérrez
Abstract
This paper poses, from a theoretical perspective, the role that may have Internet as a key factor to foster the cultural convergence among countries. In this regard, we refl ect about a central theoretic proposal, taking as main reference the dynamic constructivist approach. The gist of the paper goes down the lines of how shared values generated in the on-line communication processes developed by individuals (consumers) from different cultures-either between each other or between them and the medium-, can be passed on to every culture of origin, fostering their rapprochement in the long run.
How to Cite
Martínez López, F. J., Tamayo Torres, I., & Gutiérrez Gutiérrez, L. J. (2008). The role of the internet in the cultural convergence: a theoretical analysis based on the dynamicconstructivist approach from the consumers’ online interactions perspective. Cuadernos De Gestión, 8(1), 25–38. https://doi.org/10.5295/cdg.19111fm
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Keywords
Internet, cultural interaction, values transference, cultural convergence, dynamic constructivist approach
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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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.
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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.
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.
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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