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Technology generation and media usage in B-2-B communication: A cross-cultural view

: Ziefle, M.; Cabral, V.; Leckebusch, J.; Drescher, T.


Zhou, J.:
Human aspects of IT for the aged population. First International Conference, ITAP 2015. Pt.1: Design for aging : Held as part of HCI International 2015, Los Angeles, CA, USA, August 2 - 7, 2015; Proceedings
Cham: Springer International Publishing, 2015 (Lecture Notes in Computer Science 9193)
ISBN: 978-3-319-20891-6 (Print)
ISBN: 978-3-319-20892-3 (Online)
International Conference on Human Aspects of IT for the Aged Population (ITAP) <1, 2015, Los Angeles/Calif.>
International Conference on Human-Computer Interaction (HCI International) <17, 2015, Los Angeles/Calif.>
Conference Paper
Fraunhofer IPT ()

In this work culture-specific and cross-cultural influences on frequency of use of media and trust in media for B-2-B communication purposes were explored, taking Brazil and Germany as exemplary countries. Using an online survey, 236 respondents from Brazil and Germany were examined regarding their professional media usage. Findings show both culture-specific as well as cultural insensitive media usage in B-2-B communication. Brazilians use new media more frequently than Germans. However, it was also revealed that cross-cultural variables as age, gender and technical self-efficacy influence even more significantly the frequency of use of media. Furthermore, trust in media for B-2-B communication showed to positively correlated with the frequency of use of media in both countries.