Theoretical and Empirical Study of Cross-Cultural Marketing Research Methodology

本研究从理论和实证两个方面考察了国际市场营销研究方法。从理论上讲，国际营销研究方法在文化相互渗透的条件下进行了批判性的审查。这就说明了动态研究观的重要性。实证方面，从价值观、环境取向和购买决定因素三个方面对中日两国进行了比较研究。特别是从动态角度分析了收入与购买决定因素之间的关系。

This study examines international marketing research methodology in terms of theoretical and empirical aspects. Theoretically, international marketing research methodology is critically reviewed under the condition of cultural inter-penetration. This leads to importance of the dynamic view of research. Empirically, comparative study between Japan and China is conducted on values, environment orientation and determinant factors of purchase. Especially, the relationship between income and determinant factors of purchase are analyzed with dynamic perspective.