Online Communication In Different Cultural Settings A Comparison Between Austrian And Thai Consumers

AGNIESZKA, ZABLOCKI and BODO, SCHLEGELMILCH and MICHAEL, HOUSTON (2015) Online Communication In Different Cultural Settings A Comparison Between Austrian And Thai Consumers. In: Third International Conference on Advances in Management, Economics and Social Science - MES 2015, 10-11 December, 2015, Rome, Italy.

[img]
Preview
Text
20151223_114731.pdf - Published Version

Download (542kB) | Preview
Official URL: https://www.seekdl.org/conferences/paper/details/7...

Abstract

Research shows that consumers share different content in online and offline settings. In offline settings, consumers tend to communicate primarily rational content with strangers and emotional content with people they know. In addition, previous findings indicate that consumers in collectivistic cultures (interdependent self-construal) display more emotional content than consumers in individualistic cultures (independent self-construal). Our results reveal considerable differences between online and offline content of communications and differences according to the self-construal of Austrian and Thai consumers. Out of this, theoretical and managerial implications emerge.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Online Communication, Content, SelfConstrual
Depositing User: Mr. John Steve
Date Deposited: 05 Apr 2019 12:12
Last Modified: 05 Apr 2019 12:12
URI: http://publications.theired.org/id/eprint/1200

Actions (login required)

View Item View Item