| 摘要: | 儘管台灣、香港和上海很大程度上起源於相似的文化和共同的血統，但它們的行為方式受到其不同的社會政治制度的極大影響，各自都發展了獨特的習俗和文化。地理相似地區之間的巨大文化差異以及全球化的迅速發展，使得瞭解跨文化差異顯得非常之重要。據此，本研究選取居住在澳門的大台北民眾、香港民眾和上海民眾作為研究對象，探討他們之間的文化差異。
全球化的衝擊興起了強化城市意象理念的研究，本文選取澳門的城市意象作為研究範圍，因為澳門是一個東西方文化融合的城市，且澳門的城市規劃還是比較系統和全面的，但它也同樣面臨著缺乏具有魅力的城市意象的問題。現階段對澳門進行城市意象建設既有明顯的重要性，又有現實需要的迫切性。
而現有相關研究中，大多著重於探討文化差異對於跨文化管理、跨文化旅遊、跨文化交際、行銷等的影響，未有從城市意象的角度切入討論文化差異的研究，也鮮有探討文化差異對於城市意象認知的影響之研究，本論文希望能補充這方面之文獻缺口。
本研究首先借由文獻回顧，探討文化差異、城市意象、意象認知等相關理論，透過分析和整理，選取Hofstede文化差異構面理論，即權力距離、不確定性規避、個人主義與集體主義、柔性作風與剛性作風、短期導向與長期導向、放縱與約束構建文化差異構面；選取袁佳敏的城市意象因子理論，即活動、文化、產業、建築、景觀，從而構建城市意象。接著借由問卷調查歸納出居住在澳門的大台北民眾、香港民眾和上海民眾對澳門的城市意象認知，並進行敘述性分析。再借由方差分析三個地區的澳門民眾對澳門的城市意象認知差異和文化差異。最後借由複迴歸分析研究大台北、香港和上海的文化差異對澳門城市意象認知的影響。
Although Taiwan, Hong Kong and Shanghai are derived from similar cultures and common ancestry to a great extent, the way they behave is greatly influenced by their different social and political systems, and each has developed unique customs and cultures. The huge cultural differences between geographically similar regions and the rapid development of globalization make it very important to understand intercultural differences. Accordingly, this study selects the people of Taipei, Hong Kong and Shanghai who live in Macau as the study objects to explore the cultural differences between them.
The impact of globalization has given rise to the study of strengthening the idea of urban image. This dissertation selects the urban image of Macau as the study scope, because Macau is a city where Eastern and Western cultures merge together, and the urban planning of Macau is relatively systematic and comprehensive. Nevertheless, it also faces the problem of lacking the charming urban image. At this stage, the construction of the urban image of Macau is both important and urgent.
However, most of the related studies focus on the impact of cultural differences on intercultural management, intercultural tourism, intercultural communication and marketing, etc. There is no study of the cultural difference from the perspective of urban image. Also, there are few studies of the cultural difference on the cognition of the urban image,and this dissertation hopes to make up for such shortage.
Firstly,this study discusses the related theories of cultural differences, urban image, image factors and image elements through literature review. Through analysis and sorting, Hofstede's cultural difference dimension theory is selected, namely power distance, uncertainty avoidance, individualism and collectivism, rigid and flexible styles, long term orientation,indulgence and restraint to construct cultural difference dimensions; Yuan Jiamin’s urban image factor theory, namely activity, culture, industry, architecture, and landscape is selected to construct urban image. Secondly,through the questionnaire survey, summarizing the cognition of the urban image of Macau by the people of Taipei, Hong Kong and Shanghai living in Macau, and conducting a narrative analysis. Then using variance analysis to analyze the differences in Macau people's cognition of Macau's urban image and cultural background in the three regions. Finally, this dissertation uses the regression analysis to study the influence of the cultural differences of Taipei, Hong Kong and Shanghai on the cognition of Macau's urban image. |
