Analyzing Computer Mediated Buyer-Seller Negotiations: An Application of Social Presence Theory
Published: 2012
Author(s) Name: Guang Yang |
Author(s) Affiliation: Assistant Professor, Department of Marketing, School of Business, Howard University.
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Abstract
The relative effectiveness of three communications media is examined by applying social presence theory. The three media:
Face-To-Face Interaction (FTF), Instant Messaging (IM), and Email (EM) – are conceptualized to have different levels of social
presence. Their impact on the buyer-seller negotiation processes, such as problem solving bargaining strategies, and negotiation
outcomes, such as negotiation time, joint profit, and joint satisfaction were examined using negotiation simulations conducted in
FTF, IM, and EM conditions. Participants completed questionnaires after negotiating in one of the three conditions. The central
finding of the study is that higher social presence in the individualistically conditioned negotiation simulations caused more time
spent, and lower joint satisfaction for negotiators.
Keywords: Social Presence Theory, Computer Mediated Communications, Partial Least Squares
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