Abstract

This paper presents the results of an empirical investigation on the role of cultural protocol in media choice in a Confucian virtual workplace, like those found in Far-East-Asian countries, such as Korea and Japan, which are heavily influenced by the Confucius tradition of emphasizing respect for the social order in all forms of social communication. A Confucian virtual workplace in Korea is studied regarding the role of cultural protocol in the use of email. The survey results show that use of email is significantly influenced by cultural protocol, such as showing respect for seniors, within a Confucian virtual workplace. When a worker is faced with media choices for communication in a workplace where showing respect is considered essential, media richness of the chosen media is found to be less important than the capability of providing features to convey cultural protocol.