| Author: | La Ferle, C. Edwards, S.M. Mizuno, Y. |
| Title: | Internet diffusion in Japan: Cultural considerations |
| Journal: | Journal of Advertising Research
2002 : MAR-APR, VOL. 42:2, p. 65-79 |
| Index terms: | Advertising Culture Marketing Internet Asia Japan USA |
| Language: | eng |
| Abstract: | The adoption of the Internet in Japan and the United States (USA) was examined to understand potential underlying factors influencing the diffusion process and to provide insight into the growth of the medium internationally. The USA and Japan are industrialized and economically stable countries that are both leading the world with the greatest number of internet users. Cultural variables are used to explore the differences found, and it is suggested that these factors may affect the degree to which the internet is adopted across a variety of countries. Implications for advertisers include: (1) gaining insight into the internet adoption behaviour of other countries worldwide, (2) understanding how similar future innovations may be adopted across countries, and (3) making marketing-mix strategies more effective by accommodating for cultural influences during the adoption process. |
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