The impact of cultural differences on LINE app communication among Thai and Chinese employees: Its effects on employee engagement

Jenette Villegas–Puyod; Tipnuch Phungsoonthorn; Phichitphol Sitthipo; Wissawa Aunyawong

doi:10.53730/ijhs.v6nS5.7846

Authors

Jenette Villegas–Puyod Department of Entrepreneurship and Innovation Management, Assumption University, Samut Prakan, Thailand
Tipnuch Phungsoonthorn Business and General Education Center, Dusit Thani College, Bangkok, Thailand
Phichitphol Sitthipo Faculty of Business and Technology, Stamford International University, Bangkok, Thailand
Wissawa Aunyawong
wissawa.au@ssru.ac.th
College of Logistics and Supply Chain, Suan Sunandha Rajabhat University, Bangkok, Thailand

Keywords:

LINE, cultural differences, communication, employee engagement, employee

Abstract

This research explored the impact of cultural differences using LINE application as a communication channel toward the components of employee engagement. This research added more contributions to using LINE application and employee engagement which found that both factors--job demands and employee support--are associated positively with the intensity of social media use. The survey data were gathered from 300 Thai lecturers and 300 Chinese lecturers from a private university in Thailand. Partial least squares structural equation modeling was employed for data analysis. The results from the regression analysis showed that the LINE app used for personal related internal communication has negative effects on vigor, dedication and absorption for the Thai respondents. As for the Chinese respondents, it has positive effects on vigor, dedication and absorption. This means that in the Chinese context the more they are engaged with their personal whereabouts the more active they are in the workplace.

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