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InterNeg Research Papers INR 09/03 National Cultural Differences in the Use and Perception of Internet-based NSS- Does High or Low Context Matter

By Sabine Köszegi, Rudolf Vetschera and Gregory E. Kersten


In this paper we apply an extended technology acceptance model (TAM) to explore whether national culture influences users ' perception and use of Internet-based negotiation support systems (NSS). In particular, we are interested if different preferences for communication patterns as we find them in low context and high context cultures influence the attitudes towards different features of NSS. Our empirical analysis is based on data from over 2000 participants from more than 50 countries, who used Web-based system Inspire in experimental negotiations. Our results show that significant impacts of culture do exist. Users from high context cultures exchange significantly more messages and offers during negotiations than users from low context cultures. One possible explanation for this result is the necessity to establish a social context in computer-mediated negotiations. Users from low context cultures evaluate analytical negotiation support tools significantly better than users from high context cultures. This indicates that an analytical approach to problem solving is more compatible with their preference for direct and task oriented communication

Year: 2011
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