A comparative analysis of computer mediated text-based communication and conventional face-to-face communication in negotiation / Tg Nur Liyana Tengku Mohamed Fauzi

Recently, researchers had begun to argue about the better and the best way to conduct negotiations, after mediated negotiation involving the use of Internet and other communication tools became prominent. Researchers reported various findings but there were inconsistencies in different discoveries involving the conventional face-to-face negotiation and virtual negotiation. The inconsistencies discovered involved users in countries other than Asia. This study, therefore, seeks to identify the reality regarding the use of mediated communication in negotiation among Malaysians representing Asians. To answer the research questions, this study was set to compare between the use of face-to-face communication (FTFC) and computer mediated text-based communication (CMTBC) in negotiation. This study was also aimed to examine the influence of different negotiation modes on negotiator's behavior, negotiation process and outcome. This study used the mixed method research designs involving both quantitative and qualitative survey. The instrument used for quantitative research was a questionnaire survey, whereas for the qualitative research an interview survey was conducted. 90 respondents participated in the questionnaire survey and 14 respondents participated in the interview survey. Three main findings were discovered. Firstly, respondents agreed on the positive and negative implications of each negotiation medium and provided several reasons. Secondly, the researcher has found that many users still prefer to use FTFC in negotiation due to their familiarity with the particular communication mode. However, many others did not turn down the use of CMTBC, especially for the purpose of providing solutions to the drawbacks of FTFC in negotiation. Finally, this study revealed the various implications of both media on negotiators' behavior, negotiation process and outcome. At the end of the study, a guideline to the practical use of each communication mode in negotiation, either alone, or mixed-mode was drawn up based on the findings of the study.