Communication apprehension and perceptions of understanding in computer-mediated communication : the use of electronic mail in Thai automotive industry

Abstract

Computer-mediated communication, especially electronic mail, is increasingly adopted as a new medium for both interpersonal and organizational communication. Messages are becoming interactive. Perceptions of understanding on electronic messages are important. Different levels of communication apprehension (CA) of people might create different perceptions of understanding from using e-mail. The purpose of this research was to study the perceptions of understanding or misunderstanding of different levels of communicatively apprehensive people in Thai automotive organizations when using e-mail versus face-to-face communication. In this study, a multivariate analysis of variance (MANOVA), Pearson correlation, independent t-test, and through reference to the frequency distribution were used to test the research questions. Feelings of Understanding/Misunderstanding Scale (FUM) and Personal Report of Communication Apprehension Scale (PRCA-24) along with additional questions posed were used as the instruments to examine the research questions. Findings from two hundred subjects of nine automotive companies in Thailand revealed that when measuring the communication apprehension by employing PRCA-24 in Thai context, the dimensions should be regrouped as public speaking, negative feelings in communication, positive feelings in communication, and involvement in conversation. There was no significant difference between perceptions of understanding in e-mail versus face-to-face communication. Levels of CA did not create any significant relationship toward perceptions of understanding in e-mail communication. Prior experiences of using e-mail had not identified the perceptions of understanding of e-mail messages. The comments from seven interviewees demonstrated that people gradually reduced uncertainty feelings or circumstances on their use of e-mail, gained more information, and attentively learned new technologies. These situations will continuously lead to the acceptance and adoption of computer networking communication systems in the society.