臺灣博碩士論文加值系統

Large shares of today’s business-to business conversation are facilitated by computer-mediated communication such as emailing. While plain textual conversation encourages ambiguity and negativity, the rise of emoticons could solve these issues.
This thesis defines emoticons as graphical icons enhancing textual communication, that may support trust among conversation partners, help building a sustainable (business) rela-tionship and reduce time and effort spent on email negotiations. Furthermore, their (in)appropriateness in professional sales conversation was challenged.
Six hypotheses, which resulted from a profound literature research, were tested on simu-lated buyer-seller email negotiations represented by Global Sales and Marketing under-graduate students from an Austrian university (n=44). A consecutive survey provided addi-tional data regarding the participants’ perception of the experimental environment. Due to the small sample size, the present experimental study has clear limitations and should be considered as exemplary research.
The main finding of the first studies was that, against the hypothesized, emoticons may significantly lengthen the negotiation process over email. Besides, no significant differ-ences regarding gender and trust among business partners and emoticons impacting pro-fessionalism have been found. However, the latter investigations resulted in tendencies that could be reviewed by larger scale analysis in future research.
An appropriateness of emoticons in a professional context, such as sales negotiations, elic-its largely diverse perceptions. Hence, only individual research about the conversation partner and negotiation culture allows insights about an adequate use of emoticons in cer-tain situations. In case of doubt, professionals should rather refrain from emotion usage. Furthermore, it is advisable for companies to establish a corporate guideline of emoticon application and train their sales and procurement managers accordingly.
To provide a direction for such a guideline, another survey evaluating 15 of the most fre-quently used emoticons and their appropriateness in business context was responded to by employees of midsized companies in Germany (n=120). This study provides evidence that emoticons carrying a positive tone are significantly more appropriate in conversation with customers or business partners than neutral or negative emoticons

ACKNOWLEDGEMENTS I
SUMMARY II
LIST OF FIGURES VI
LIST OF TABLES VII
1 INTRODUCTION 1
1.1 Problem Definition 2
1.2 Goal of Thesis 3
1.3 Structure of Thesis 3
2 EMOTICONS AS TEXTUAL NONVERBAL BEHAVIOR 4
2.1 Difference between emoticon and emoji 4
2.1.1 Emoticons 5
2.1.2 Emoji 6
2.1.3 Comparison 7
2.2 Emoticon functioning and meaning 8
2.2.1 Emoticons enhancing email conversation 9
2.2.2 Emoticons confounding email conversation 11
2.3 Emoticon usage and demographics 13
2.3.1 Age 13
2.3.2 Gender 15
2.4 Emoticons and trust 17
2.5 Emoticons and professionalism 18
2.5.1 Emoticons as strategic means 19
2.5.2 Emoticons in formal writing 20
2.6 Emoticons and time management 21
3 METHODOLOGY I 23
3.1 Study 1 23
3.1.1 Experiment design 23
3.1.2 Participants 24
3.1.3 Material design 26
3.1.4 Procedure 30
3.1.5 Analysis 30
3.2 Study 2 30
3.2.1 Survey design 31
3.2.2 Participants 31
3.2.3 Procedure 32
3.2.4 Analysis 32
4 RESULTS I 33
4.1 Research Findings 33
4.1.1 Study 1 34
4.1.2 Study 2 44
4.2 Hypotheses testing 52
4.3 Additional Findings 53
5 DISCUSSION I 56
6 METHODOLOGY II 58
6.1 Survey design 58
6.2 Participants 59
6.3 Procedure 60
6.4 Analysis 60
7 RESULTS II 61
7.1 Positively versus negatively connoted emoticons 61
7.2 Appropriateness in business context 75
8 DISCUSSION II 77
9 CONCLUSION AND OUTLOOK 78
9.1 Summary 78
9.2 General conclusions 80
9.3 Limitations 81
9.4 Managerial Implications 82
10 REFERENCES 84
11 APPENDICES 90
11.1 Appendix 1 | Study 1 90
11.1.1 Role Description 90
11.1.2 Email Offer Treatment Group 91
11.1.3 Email Offer Control Group 92
11.1.4 Observations 93
11.2 Appendix 2 | Study 2 95
11.2.1 Questionnaire 95
11.2.2 Observations 98
11.3 Appendix 3 | Study 3 100
11.3.1 Questionnaire 100
CURRICULUM VITAE 101

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