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Making Connections: Complementary Influences on Communication Media Choices, Attitudes, and Use

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  • Linda Klebe Treviño

    (Department of Management and Organization, Smeal College of Business Administration, Pennsylvania State University, University Park, Pennsylvania 16802)

  • Jane Webster

    (Department of Management Sciences, University of Waterloo, Waterloo, Ontario, Canada N2L 3G1)

  • Eric W. Stein

    (Management Science and Information Systems, Pennsylvania State University, Great Valley, School of Graduate and Professional Studies—Management Division, Malvern, Pennsylvania 19355)

Abstract

Theorizing about communication media attitudes and behaviors has drawn upon multiple theories (e.g., media richness, social influence). But these theories have often been pitted against each other rather than considered as complementary in more comprehensive studies. Furthermore, previous research has tended to focus more on newer communication media such as electronic mail rather than more traditional media. Finally, communication media research has studied attitudes toward media, use of media, and only occasionally media choice. Yet, all three dependent variables are important.This comprehensive survey hypothesized and tested multiple influences (based on multiple theories) in a study of media attitudes and behaviors. The media included electronic mail, fax, letters, and face-to-face meetings. The outcomes included media choice (an individual's decision to use a medium in a particular communication incident), media use (an individual's general pattern of use over time), and media attitudes (an individual's general subjective evaluation of media).Results suggested that a number of factors differentiated among media choices, including medium symbolism, message equivocality, distance between message partners, perceived media richness, number of message recipients, and perceived message recipients' attitudes. General attitudes toward the different media were influenced most consistently by perceived medium richness. New media attitudes were also influenced by person/technology interaction factors. General medium use was influenced by different factors for the different media.The results generally supported a comprehensive theoretical approach to understanding media attitudes and behaviors. All of the theories have some merit in explaining media attitudes and behaviors. But different factors, derived from different theories, were more important in accounting for each of the dependent variables'media choices, attitudes, and use. We hope that this investigation will help research in this area move toward the development of more integrative theoretical models.

Suggested Citation

  • Linda Klebe Treviño & Jane Webster & Eric W. Stein, 2000. "Making Connections: Complementary Influences on Communication Media Choices, Attitudes, and Use," Organization Science, INFORMS, vol. 11(2), pages 163-182, April.
    • Handle: RePEc:inm:ororsc:v:11:y:2000:i:2:p:163-182
    DOI: 10.1287/orsc.11.2.163.12510
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    1. Richard L. Daft & Robert H. Lengel, 1986. "Organizational Information Requirements, Media Richness and Structural Design," Management Science, INFORMS, vol. 32(5), pages 554-571, May.
    2. Ronald E. Rice, 1992. "Task Analyzability, Use of New Media, and Effectiveness: A Multi-Site Exploration of Media Richness," Organization Science, INFORMS, vol. 3(4), pages 475-500, November.
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    2. Orlikowski, Wanda J. & Scott, Susan V., 2008. "The entanglement of technology and work in organizations," LSE Research Online Documents on Economics 33898, London School of Economics and Political Science, LSE Library.
    3. Willem Standaert & Steve Muylle & Amit Basu, 2016. "An empirical study of the effectiveness of telepresence as a business meeting mode," Information Technology and Management, Springer, vol. 17(4), pages 323-339, December.
    4. Birgelen, M. van & Ruyter, K. de & Jong, de A. & Wetzels, M., 2001. "Customer evaluations of after-sales service contact modes: An empirical analysis of national culture�s consequences," Working Papers 01.17, Eindhoven Center for Innovation Studies.
    5. Emma Karanges & Kim A. Johnston & Ian Lings & Amanda T. Beatson, 2018. "Brand signalling: An antecedent of employee brand understanding," Journal of Brand Management, Palgrave Macmillan, vol. 25(3), pages 235-249, May.
    6. Ingmar Geiger, 2020. "From Letter to Twitter: A Systematic Review of Communication Media in Negotiation," Group Decision and Negotiation, Springer, vol. 29(2), pages 207-250, April.
    7. Koo, Chulmo & Wati, Yulia & Jung, Jason J., 2011. "Examination of how social aspects moderate the relationship between task characteristics and usage of social communication technologies (SCTs) in organizations," International Journal of Information Management, Elsevier, vol. 31(5), pages 445-459.
    8. Hsiu-Ling Wu & Chien-Hsun Chen & Yi-Rou Chen, 2021. "Factors Influencing China’s Outward Foreign Direct Investment," Margin: The Journal of Applied Economic Research, National Council of Applied Economic Research, vol. 15(3), pages 299-319, August.
    9. Ned Kock, 2004. "The Psychobiological Model: Towards a New Theory of Computer-Mediated Communication Based on Darwinian Evolution," Organization Science, INFORMS, vol. 15(3), pages 327-348, June.
    10. Kubilay Gok & John J. Sumanth & William H. Bommer & Ozgur Demirtas & Aykut Arslan & Jared Eberhard & Ali Ihsan Ozdemir & Ahmet Yigit, 2017. "You May Not Reap What You Sow: How Employees’ Moral Awareness Minimizes Ethical Leadership’s Positive Impact on Workplace Deviance," Journal of Business Ethics, Springer, vol. 146(2), pages 257-277, December.
    11. Jeanine Warisse Turner & N. Lamar Reinsch, 2010. "Successful and unsuccessful multicommunication episodes: Engaging in dialogue or juggling messages?," Information Systems Frontiers, Springer, vol. 12(3), pages 277-285, July.
    12. Philippe Chapellier, 2009. "Choix Des Medias Et Efficacite De La Communication : Le Cas De La Relation Entre L'Expert-Comptable Et Le Dirigeant De Petite Entreprise," Post-Print halshs-00459645, HAL.
    13. Kirsten Martin & Bidhan Parmar, 2012. "Assumptions in Decision Making Scholarship: Implications for Business Ethics Research," Journal of Business Ethics, Springer, vol. 105(3), pages 289-306, February.
    14. Jae Seo, Won & Christine Green, B. & Jae Ko, Yong & Lee, Seunghwan & Schenewark, Jarrod, 2007. "The Effect of Web Cohesion, Web Commitment, and Attitude toward the Website on Intentions to Use NFL Teams' Websites," Sport Management Review, Elsevier, vol. 10(3), pages 231-252, November.
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