| Summary: | 碩士 === 南台科技大學 === 應用英語系 === 100 === ABSTRACT
The purpose of the study was designed to analyze the choice and application of electronic communication media by international business practitioners in Tainan and to subsequently provide useful suggestions related to their use. Employing interviews and a questionnaire, this research attempted to find out the important factors which influenced work efficiency when international business practitioners used different forms of electronic communication media and, additionally, to collect data regarding international customers and electronic communication media. Purposive sampling technique was used, and descriptive statistics, the Mann-Whitney U test, and the Spearman Correlation Coefficients were used to analyze the data (Frankel & Wallen, 2006).
The results of the study indicated:
(1) The most effective communication media was telephone and fax was considered as the least effective communication media. The order of the effective electronic communication media was telephone, instant message, e-mail, and fax.
(2) Telephone was considered as the fast renew media, and it would become the major communication media in the future.
(3) For the most of the participants, the telephone was considered as the best media to instead of face to face communication.
(4) In the workplace, the telephone was the most popular used media for the companies and customers. However, the instant message was the least used media between the participants and customers.
(5) After Spearman analysis and the Mann-Whitney U test, the major consideration of choosing communication media was only affected by one demographic background of the participants, namely serving time.
(6) Moreover, the educational level and the serving time had the correlations with the primary consideration of selecting media in the workplace.
The study would provide useful information for Taiwanese business practitioners or business educators to design practical training programs, to improve people’s communication skills, and to update the communication media.
Key words: electronic communication media, international business practitioners
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