An Empirical Study of Hofstede's Model and Online Communication Skills

Islam Habis Mohammad Hatamleh^*

• Jadara University, Irbid, Jordan

This study examines the effects of Hofstede's cultural dimensions on online communication skills (OCS) in Jordanian university students, who increasingly use digital platforms for academic and social communications. The study employs a quantitative cross-sectional survey design and uses responses from 600 students. SPSS was used to obtain descriptive statistics, while SmartPLS measured model validation and tested the hypotheses. Cronbach's Alpha, AVE, and HTMT validated reliability and validity. The structural model exhibited very strong explanatory power, explaining 93% of the variance in OCS. The findings indicated that all six cultural dimensions, namely Power Distance, Uncertainty Avoidance, Collectivism, Femininity, Long-Term Orientation and Indulgence, produced positive and significant results for OCS, with Collectivism affecting OCS most powerfully and Power Distance exerting the least influence on OCS. These findings indicate that the digital communication behaviours of Jordanian students are based on a combination of traditional collectivist values and emerging expressiveness encouraged by the opportunities offered on-line. Theoretically, this study extends Hofstede's model into the area of digital communication within the Middle Eastern context and, practically, presents useful information on how educators and policy makers can arrange the digital learning environment in a culturally conducive manner. Future research is recommended to include cross-national and longitudinal enquiry so that there can be a better understanding of how cultural differences in values affect online communication as it relates to different environments.