APPENDIX D: SURVEYS
Dear Sir/Madam, This is a survey for an academic study of Latin American consumer acculturation in Taiwan. Your responses are highly valued! All the information you provide will be used for academic purposes only and your personal information will not be disclosed to other parties. Please take a few minutes to complete this survey. As a token of appreciation, a winner will be drawn from all respondents to receive a brand new iPod Shuffle. Thank you very much! Sincerely, National Chengchi University MBA Program Advisor: Dr. Aihwa Chang, Ph. D. MBA Candidate: Yi-Fan Lee
Part 1. Please answer the following question: 1. Do I come from Latin America? Yes (Please proceed to Part 2.) No (You have finished the survey. Thank you very much!) Part 2. In this part, please mark with a check () the percent of time for the following descriptions to complete the statement “In Taiwan, I … … … X% of the time.” Please keep in mind that the setting for all questions, unless specified, is “during your stay in Taiwan.” Percent of Time 0 ~ 11 ~ 21 ~ 31 ~ 41 ~ 51 ~ 61 ~ 71 ~ 81 ~ 91 ~ During my stay in Taiwan, I … 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1. Speak Mandarin 2. Read magazines, books, and newspapers in Mandarin for leisure 3. Read magazines, books, and newspapers in Mandarin for study 4. Watch television in Mandarin 5. Visit Internet sites in Mandarin 6. Hang out with friends from Taiwan 7. Hang out with Latin American friends 8. Hang out with other foreigner friends 9. Go to parties and cultural activities (e.g. local festivities) with Taiwanese friends 10. Go to parties and cultural activities with Latin American friends
0 ~ 11 ~ 21 ~ 31 ~ 41 ~ 51 ~ 61 ~ 71 ~ 81 ~ 91 ~ 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 11. Go to parties and cultural activities with other foreigner friends 12. Participate in clubs (e.g. student associations) for Taiwanese students 13. Participate in clubs for Latin American students 14. Participate in clubs for foreigners 15. Attend religious organizations (e.g. churches) for Taiwanese 16. Attend religious organizations for Latin Americans 17. Attend religious organizations for foreigners in general
Part 3. Please read each item and circle the answer that best describes your experiences in Taiwan. The answers are from 1 to 5, where 1 represents “strongly disagree” and 5 represents “strongly agree.” Please keep in mind that the setting for all questions, unless specified, is “during your stay in Taiwan.” Strongly Strongly During my stay in Taiwan, I … Disagree Agree 1. I feel very comfortable speaking in Mandarin. 1 2 3 4 5 2. I have been treated negatively because of my ethnic 1 2 3 4 5 background . 3. I have felt unaccepted because of my ethnic background. 1 2 3 4 5 4. Before coming to Taiwan, I was certain about staying in Taiwan 1 2 3 4 5 for a long period of time (more than 2 years). 5. I am inclined to reside in Taiwan permanently. 1 2 3 4 5 6. I have much experience of traveling or living in other countries 1 2 3 4 5 other than my home country. 7. I have much experience traveling or living in other Asian 1 2 3 4 5 countries. 8. In my home country, I have many foreigner friends and 1 2 3 4 5 acquaintances. 9. In my home country, I have many foreigner friends and 1 2 3 4 5 acquaintances from Asia.
Strongly Strongly Disagree Agree 10. In my home country, I have many foreigner friends and 1 2 3 4 5 acquaintances from Taiwan. 11. I enjoy exchanging ideas with people from other cultures or 1 2 3 4 5 countries. 12. I am interested in learning more about people who live in other 1 2 3 4 5 countries. 13. I enjoy being with people from other countries to learn about 1 2 3 4 5 their unique views and approaches. 14. I like to observe people of other cultures to see what I can 1 2 3 4 5 learn from them. 15. I like to learn about other ways of life. 1 2 3 4 5 16. I find people from other cultures stimulating. 1 2 3 4 5
Part 4. Please read each item and circle the answer that best describes your experiences in Taiwan for two contexts of this section. The answers are from 1 to 5, where 1 represents “strongly disagree” and 5 represents “strongly agree.” Please keep in mind that the setting for all questions, unless specified, is “during your stay in Taiwan.”
Context: When consuming food in Taiwan Strongly Strongly During my stay in Taiwan, I … Disagree Agree 1. I am willing to try the Taiwanese foods that my Taiwanese 1 2 3 4 5 friends recommend. 2. When I am with my Taiwanese friends , I will consume more 1 2 3 4 5 Taiwanese foods. 3. When I am with my Latin American friends , I will consume less 1 2 3 4 5 Taiwanese foods. 4. When I am with other foreign friends , I will consume less 1 2 3 4 5 Taiwanese foods. 5. If the salesperson or store clerk speaks English or Spanish, I am 1 2 3 4 5 more likely to purchase the food product or brands he/she recommends. 6. If the salesperson or store clerk speaks English or Spanish, I am 1 2 3 4 5 more likely to recommend his/her food store to friends. 7. If a food product/brand has English, Spanish, or Portuguese in 1 2 3 4 5 its advertisements, product packaging and labeling, or in-store displays, I will more likely purchase the product/brand.
Strongly Strongly Disagree Agree 8. If a food product/brand features Latin American persons in its 1 2 3 4 5 advertisements, product packaging and labeling, or in-store displays, I will more likely purchase the product/brand. 9. I prefer product brands and store brands with English or 1 2 3 4 5 Spanish names versus brands with Mandarin names. 10. In general, when buying food, I prefer shopping for my home 1 2 3 4 5 country brands . 11. In general, when buying food, I prefer shopping for global 1 2 3 4 5 brands (e.g. Coca-Cola, Nestlé, McDonald’s, etc.). 12. In general, when buying food, I prefer shopping for Taiwanese 1 2 3 4 5 brands .
Context: When consuming clothing in Taiwan (include formal and casual wear, shoes, and accessories) Strongly Strongly During my stay in Taiwan, I … Disagree Agree 13. I am willing to try the clothing styles that are popular in Taiwan. 1 2 3 4 5 14. When I am with my Taiwanese friends , I will wear more 1 2 3 4 5 Taiwanese clothing styles. 15. When I am with my Latin American friends , I will wear less 1 2 3 4 5 Taiwanese clothing styles. 16. When I am with other foreign friends , I will wear less 1 2 3 4 5 Taiwanese clothing styles. 17. If the salesperson or store clerk speaks English or Spanish, I am 1 2 3 4 5 more likely to purchase the clothing products or brands he/she recommends. 18. If the salesperson or store clerk speaks English or Spanish, I am 1 2 3 4 5 more likely to recommend his/her clothing store to friends. 19. If a clothing product/brand has English, Spanish, or Portuguese 1 2 3 4 5 in its advertisements, product packaging and labeling, or in-store displays, I will more likely purchase the product/brand. 20. If a clothing product/brand features Latin American persons in 1 2 3 4 5 its advertisements, product packaging, or in-store displays, I will more likely purchase the product/brand. 21. I prefer product brands and store brands with English or 1 2 3 4 5 Spanish names versus brands with Mandarin names. 22. In general, when buying clothes, I prefer shopping for my home 1 2 3 4 5 country brands .
Strongly Strongly Disagree Agree 23. In general, when buying clothes, I prefer shopping for global 1 2 3 4 5 brands (e.g. Nike, G2000, etc.). 24. In general, when buying clothes, I prefer shopping for 1 2 3 4 5 Taiwanese brands .
Part 5. Please read the following questions and on the blank line provided, fill in the approximate percentage for each phrase that completes the dots of each statement. Note: the percentages of each question should add up to 100%. 1. In general, when consuming food in Taiwan, I consume … … … ___ % of the time. Latin American foods: cereal, sandwich, milk, coffee, or any Latin American dishes _____ % Taiwanese food: rice balls, omelet ( 蛋餅), radish cake or “Luobuogao” (蘿蔔糕), _____ % noodles ( 麵), beef noodles ( 牛肉麵), dumplings ( 水餃), fried chicken fillet ( 雞排), stir-fried rice ( 炒飯), or other Taiwanese dishes Other foods _____ % TOTAL 100 %
2. In general, when consuming food brands in Taiwan, I consume … … … ___ % of the time. Brands from my home country _____ % Global brands, e.g. Kellogg’s, Nestlé, McDonald’s, Pizza Hut, Subway, T.G.I. Fridays, _____ % Kraft, McDonald’s, etc. Taiwanese brands, e.g. 美而美 breakfast store, DinTaiFung ( 鼎泰豐), Master Kong _____ % Instant Noodles ( 康師傅), My Home Steak ( 我家牛排), T.K.K. Fried Chicken ( 頂呱 呱) , etc. TOTAL 100 %
3. In general, when having a beverage in Taiwan, I drink … … … ___ % of the time. Latin American drinks: soda, juice, milk, or other typical beverages in my home _____ % country Taiwanese drinks: tea, milk tea, bubble tea ( 珍珠奶茶), soy milk, rice milk, or _____ % other Taiwanese beverages and mixed tea drinks Other drinks _____ % TOTAL 100 %
4. In general, when consuming beverage brands in Taiwan, I consume … … … ___ % of the time. Brands from my home country _____ % Global brands, e.g. Starbucks, Coca-Cola, Pepsi, Ocean Spray, Snapple, etc. _____ % Taiwanese brands, e.g. Dr. Milker, 5 °C (juice), 純喫茶, 36 法郎, 每日 C (juice), 貝 _____ % 納頌 Bernachon Coffee, etc. TOTAL 100 %
5. In general, when purchasing clothing in Taiwan, I purchase … … … ___ % of the time. Clothing styles that are also available in my home country _____ % Clothing styles of Taiwan _____ % Other clothing styles _____ % TOTAL 100 %
6. In general, when purchasing clothing and accessory brands in Taiwan, I consume … ___ % of the time. Brands from my home country _____ % Global clothing brands, e.g. Esprit, Swatch, Adidas, JanSport, LeSportsac, Tiffany & _____ % Co., Fossil, Levi’s, Puma, etc. Taiwanese clothing brands, e.g. Big Train Jeans, A&D, A.S.O., Juice Art, KUDA, etc. _____ % TOTAL 100 %
Part 6. Please mark with a check ( ) the best answer that applies. 1. Gender: Male Female 2. Age: Less than 18 19 – 22 23 – 26 27 – 30 31 – 34 Above 35 3. Education: High school Undergraduate Postgraduate Other: ______4. Home country: ______(please fill in a country name) 5. Home country language: Spanish English French Portuguese Other: ______6. Ethnicity: Latin Taiwanese Other Asian: ______ Other: ______7. Main purpose of coming to Taiwan: Education Leisure Employment Business Other: ______8. Average monthly disposable income in NT dollars (include scholarships, allowance, and other applicable sources of income): Less than 5,000 5,001 – 10,000 10,001 – 15,000 15,001 – 20,000 20,001 – 25,000 25,001 – 30,000 30,001 – 35,000 Above 35,001 9. How long have you been in Taiwan? ______years ______months 10. Email: ______