Understanding Cultural Influence on Media Choice: A Cross-Cultural Study within Multinational Organization Setting
نویسندگان
چکیده
This paper presents the results of a study investigating the influences of cultures on communication media choice within a multinational organization (MNO). A questionnaire was used to collect data from 121 respondents of a multinational organization across four countries; Australia, Korea, Thailand, and Malaysia. Cultural level difference was found to influence perception of media richness, task equivocality and media preference. However, cultural differences did not explain relationships between the cultural individualism/collectivism dimensions and media choice constructs. Cultural group variable indicated that cultural group was a much more powerful predictor than individuallevel cultural dimension for media choice behavior within MNO. The implications of the results for further research and practice were discussed.
منابع مشابه
Understanding the Role of National Culture on Communication Media Choice Behavior: A Cross-Cultural Comparison within a Multinational Organizational Setting
Motivated by the growing significance of media choice theories, the accelerating development of information technology, the rapid pace of globalization and multinationalism, and the paucity of empirical studies of cross-cultural media choice, this paper investigates the role of culture in media choice behavior within multinational organizational (MNO) contexts. Specifically, it focuses on inves...
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