A Cross-Cultural Analysis of Communication Tools and Communication Outcomes

Computer mediated communication CMC technologies have benefited business organizations in many ways. Although there have been numerous studies on email use, studies have only begun to emerge regarding use patterns of instant messaging IM. This study investigated the use of email and IM within two different cultural settings: United States and Taiwan. Students enrolled in MIS courses from each country were split randomly into the IM and email groups for a problem-solving assignment. The variations of communication outcomes as measured in volume, quality, and use satisfaction, are checked against two categorical variables i.e., culture and communication tools, and at the same time controlled for perception on tool ease of use. Results show that culture and communication tools jointly affect all three outcome variables individually. The main effects were also statistically significant for volume and quality, but not for satisfaction. Respondents from different cultures prefer different communication methods, which are also collectively constrained by other factors like preference over contextual information and social norms. Such a difference in media preference, combined with media traits jointly affects the outcomes of communication. Managerial implications are provided.