Journal of
Media and Communication Studies

  • Abbreviation: J. Media Commun. Stud.
  • Language: English
  • ISSN: 2141-2545
  • DOI: 10.5897/JMCS
  • Start Year: 2009
  • Published Articles: 223

Full Length Research Paper

The effects of spatial distance spreading on social presence, negotiation continuation norm and exit behavior in the electronic negotiation

Taketoshi Hatta1* and Ken-ichi Ohbuchi2
1Department of Medical Technology, Gifu University of Medical Science, 795-1 Nagamine, Ichihiraga Seki City, Gifu Prefecture Japan 501-3892. 2Department of Psychology, Tohoku University, 27-1 Kawauchi, Aobaku, Sendai City, Miyagi Prefecture, Japan 980-8576.
Email: [email protected]

  •  Accepted: 23 May 2013
  •  Published: 30 June 2013


The purpose of the present study is to reexamine the effects of spatial distance on the psychological processes and behavior of negotiators found by Hatta and Ohbuchi, using a different measure of social presence. Participants were 20 undergraduate students, and negotiations were conducted via computer. They were assigned to either a close or remote condition. The results indicated that participants in the remote condition felt less social presence of the other, and exited from the negotiation task sooner than those in the close condition. It also was found that the less salient social presence was, the weaker was the effect of the negotiation continuation norm. The results of this study are in conformity with a previous study, showing that an increased physical distance weakens the sense of social presence and the effect of the normative expectation to continue negotiations, facilitating an early exit from negotiations.


Key words: Electronic negotiation, social presence, continuation norm, spatial distance, exit behavior.