This study explores the
influence of language familiarity on online persuasion behavior based on
subjective measurements and objective actual negotiation behavior. It
was designed to test whether negotiating in a non-native language
decreases the negotiation self-efficacy, given that the increasing use
of global e-marketplaces and popularity of international business
trades make negotiation in a non-native language inevitable. An online
experiment was conducted using a text-based asynchronous e-negotiation
system, with two groups of subjects negotiating in native and non-native
languages separately in purchasing negotiations. The analysis results
show that language familiarity plays a critical role in inducing
persuasion behavior in e-negotiations, with a higher language
familiarity leading to higher language self-efficacy and negotiation
self-efficacy. However, only negotiation self-efficacy affects
e-negotiation communication efficiency and effectiveness, both of which
increase online persuasion behavior. Based on actual negotiation
behavior, the results show that non-native language negotiators are less
active than native language
negotiators in negotiations. However, the negotiation outcome did not
differ significantly between the two groups, suggesting that the final
outcome is also influenced by other factors. The results also showed
that language familiarity has a greater effect on the buyer than on the
seller.......... (baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
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