Acculturation is the process in which individuals modify themselves to a new, dominant culture and how individuals acquire knowledge, skills, and behaviors appropriate to the consumer culture of the dominant culture. This study seeks to determine how the acculturation influence variables mentioned in past studies, the situational variable of companionship during consumption, and the marketing tactics employed by Taiwanese firms influence consumer acculturation of Latin American student visitors in Taiwan, i.e. attitude toward Taiwanese brands, consumption intention, and consumption behavior. Two product categories are studied: food and clothing. Data from Latin American student visitors were collected via web-based English and Spanish questionnaires as well as two in-depth interviews. Regression analysis and cluster analysis results indicate the following main findings: (1) marketing tactics employing English, Spanish, or Latin elements result in less preference consumption of Taiwanese food products and brands; (2) Taiwanese companionship during consumption is positively associated with more preference and consumption of Taiwanese food and clothing brands and products; (3) permanent residence intent and Taiwanese clothing preference and consumption are positively associated; (4) Taiwan media exposure is positively associated with Taiwan clothing consumption; (5) cosmopolitanism is negatively associated with Taiwan clothing consumption; (6) food product consumer acculturation is higher than clothing products in terms of consumption intention and consumption behavior whereas preference of Taiwanese brands in both product categories do not vary; (7) four acculturation patterns that coincide with past studies were identified among the Latin American student visitors in Taiwan, namely integrationists, assimilationists, separatists, and marginalizationists. These findings not only identify Berry’s acculturation patterns among visitors, but they also provide a different insight into consumer acculturation by studying visitors who by nature are different from the commonly studied immigrants: they do not travel in family units, hence the food habits are not as change resistant, and they do not intend to stay in the host culture for long, hence they supply of clothing they bring along with them allows them to refrain from consuming host culture clothing. Findings also contribute to both academia and management by discovering the negatively relationship between marketing tactics employing English and Spanish elements (e.g. English/Spanish communication content, salesperson, and brand names) and visitors’ consumer acculturation.

本論文的研究主體為文化衝突與適應，並以伊甸基金會作為主要觀察對象，故研究主軸便是自伊甸基金會的服務過程中，來探討組織與其服務對象在面對文化衝突時的適應情形。伊甸的文化衝突問題，又可以其服務據點分為海外與國內兩個案例。海外的部分則以2005年在泰國蘭塔島成立的分會為例，國內的部分則以志工發展中心為例。這兩者分別突出文化元素中，語言和宗教的重要性。伊甸在蘭塔的服務過程裡所遭遇的文化衝突問題，分別自語言困境、宗教差異與民情步調三方面切入。結果顯示服務過程裡的困境與文化差異所造成的衝突，其實是一而二二而一的問題。志工發展中心是伊甸最具基督教色彩之中心，且中心同工又是志工主要的接觸對象，故基督教與同工志工的關係便更顯重要。結果顯示一個人接觸宗教的環境與時間，是決定其對該宗教態度的關鍵。同工宣揚福音的態度與方式，以及志工本身對宗教信仰的看法，也都影響志工對基督教的接受程度。最後回歸到文化衝突現象的分析，並以此呼應文化變遷理論與文化間傳播。得知衝突的形成難以簡單歸納至單一因素上，其背後往往藏有許多複雜的緣由。是否能達成跨文化適應，就得看能否找出形成衝突的原因。

本研究共訪問二十位來台唸書的陸生，試圖透過深度訪談了解陸生在台灣所面臨的文化衝擊以及文化適應方法，以及臉書在陸生文化適應扮演的角色。從訪談與線上觀察了解陸生使用臉書表現，探究臉書對於陸生認識台灣與交友的影響，並歸納陸生使用臉書所採用的疑慮消除策略。 研究發現，多數陸生在台灣面臨的壓力為學業壓力、人際關係、意識型態與政策限制。由於受訪者多為碩博士學生，剛來台灣就感受到龐大的學業壓力，直接進入文化衝擊期。多數的文化衝擊，陸生都能透過自我調適或尋求人際管道、大眾媒體調整自我，融入台灣社會。另外，在使用臉書的疑慮消除策略上，多數陸生皆採取被動策略與互動策略。隨著在台時間越久，對台灣社會越熟悉，人際網絡越牢固，陸生使用臉書改採被動策略。由此可知，臉書對於陸生初進入跨文化社會時，提供一個方便觀察與認識台灣的管道。 / By conducting 20 in-depth interviews with Mainland students studying in Taiwan, this research aims to investigate the culture shock that Mainland students are confronted with and their cultural adaptation in Taiwan. Moreover, the role of “Face-book” in cross-cultural adaptation for Mainland students is also a subject of the study. Based on the interviews and online observation, this research seeks to understand the behavior of Mainland students’ using Facebook, and explore how Facebook affects Mainland students’ understanding of Taiwan and interpersonal relations with Taiwanese. Finally, the research attempts to conclude what uncertainty reduction strategies Mainland students adopt with their using Facebook. The research finds that Mainland students are most pressured by academics, interpersonal relations, ideology and policy restrictions for their study in Taiwan. The 17 interviewees are all graduate students, owing to which they experience“culture shock stage”with enormous academic stress in the early days of their living in Taiwan. Most culture shocks could be overcome and they integrate themselves into local society by self-adaptation, interpersonal communication and mass communication. Moreover, most Mainland students use passive and interactive strategies to reduce their uncertainty in Facebook using. The longer they stay in Taiwan, the deeper they understand local society and the stronger they stay in Taiwan, the deeper they understand local society and the stronger their friendship network grows, and then they turn to passive strategies in uncertainty reduction. Therefore, Facebook provides Mainland students with a channel of observing and understanding Taiwan on the initial stage of entering a new culture.

旅居者在進入新文化社會時，往往面臨著跨文化適應的議題。而社群媒體的出現與滲透，也改變著旅居者流動於原文化與主文化之間的樣貌。本研究透過深度訪談探究背負著特殊脈絡的馬來西亞僑生，在進入台灣社會過程中所歷經的文化衝擊與跨文化適應歷程，並以新傳播科技臉書社群平台的角度切入，分析線上管道對馬來西亞僑生的疑慮消除及雙邊文化連結的影響，試圖描繪出臉書在旅台馬來西亞僑生跨文化適應經驗中所扮演的功能與角色。 研究發現，多數馬來西亞僑生在來台前透過人際與媒體管道的接觸而對台灣有著美好的印象，因此進入台灣社會即面臨著種種的文化衝擊，其中包含：生活、語言溝通、學業、人際關係、意識型態與價值觀等五個方面的適應問題。其跨文化適應歷程呈現壓力－調適－成長的螺旋上升模式。在旅居新文化社會台灣的初期，由於擁有較劇烈的衝擊，因此會在臉書採取主動、被動與互動的疑慮消除策略兼用的方式適應台灣，有助於初期龐大壓力的調解；而隨著時間的積累，雖然他們仍會面臨新議題事件的碰撞，但由於日常人際網絡日趨穩固以及跨文化經驗的提升，因此轉向被動策略的臉書使用。 整體來說，臉書為馬來西亞僑生在台灣的跨文化生活所提供的助益包括：資訊獲取與整合、情感支持、維繫關係與發展關係。在旅居初期如同橋樑一般，提供馬來西亞僑生在台灣社會中凝聚與跨越雙邊文化網絡的管道，讓流動於不同脈絡的他們，可以同時發揮不同連結人際網絡的潛力，將衝突化為成長的奠基，從而達到更好的跨文化適應階段，並在成長過後，更加自如地運用臉書作為生活的調味料，點綴其旅居生涯，成為更深層的跨文化能動者。 / Sojourners often come across the issue of cultural adaptation when they step into a new social environment. However, the presence of social media and its penetration change the way sojourners shift between host and ethnic culture. This study is about the cultural adaptation of Overseas Malaysian Chinese students in Taiwan’s social environment, through the social media platform, Facebook. This research analyzes in which way Facebook affects uncertainty reduction and bilateral culture context of the students, therefore demonstrating the functions and the role of Facebook in the cross-cultural adaptation of Overseas Malaysian Chinese students in Taiwan. The study is done through in-depth interviews with the students. This research shows that before most Overseas Malaysian Chinese students arrive, they have a remarkable impression of Taiwan. All these made up through social and media exposure of the country. It is also the reason they encounter culture shock upon their arrival, adaptation problems include living, communication, academic, social relationships, personal ideology and values. The stress – adaptation – growth model shows a rising spiral pattern during the period of adaptation. Due to severe culture shock during the early stage of the sojourners’ arrival, they tend to actively, passively and interactively utilize uncertainty reduction strategies to adapt Taiwan, it is effective to accommodate the high level of stress faced by them. In time, although they would still bump into new issues, they could passively make use of Facebook because they have stronger social networks and more cross-cultural experiences. To conclude, the benefits of Facebook toward Overseas Malaysian Chinese students in Taiwan include, gathering and compiling information, emotional support, sustaining and developing relationships. In the early stage, Facebook acts as a connecting bridge, providing a channel that bonds and breaches bilateral culture contexts, at the same time unleashing the potential their social relations among different ties. Eventually this will improve the cross-cultural adaptation process as conflicts are transformed into a foundation for growth. Subsequently after the growth, they are more casually utilizing Facebook being a condiment in their lives, to enhance the living in the country, as well as being an experienced cross-cultural agent.