Abstract
The Internet is a medium that allows people in many different countries to communicate with one another. Few researchers have examined the impact of chatting online; we employ Hofstede’s theory of cultural values to test cultural differences in online chatting. Using data from 260 respondents, representing 39 countries, we examine the chatting differences among strong, moderate, and weak uncertainty avoidance cultures. Differences are found in three areas: relationship between Internet use and time spent chatting, motivation for chatting, and impact of chatting on the use of other media. Limitations of the study, as well as suggestions for future research, are discussed.
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Kwak, H., Morrison, M.M. (2015). Cultural Diffrences in Web-based Chatting: an Exploratory Study. In: Spotts, H., Meadow, H. (eds) Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11885-7_73
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DOI: https://doi.org/10.1007/978-3-319-11885-7_73
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