Electronic communication and manager's media choice : a structural equation modelling from rational and social perspectives

Doctoral thesis English OPEN
Krabuanrat, T.
  • Subject: HB

This exploratory study examines the communication media choice of managers. Despite a substantial body of theories on media choice, inadequacies are apparent in the literature particularly in relation to modem communication technologies. A field study approach was adopted to explore some of these inadequacies and to study the media choice of subject from a manager background. Overall, within the limitations and confines of this exploratory study, this thesis has made the following contributions. First, this thesis identifies and has demonstrate at the unduly narrow focus on task equivocality in prior media choice studies has undermined the study's ability to explain the observed media choice. There is a need to consider the full range of task characteristics in explaining the communication media choice process. Second, Information Richness Theory( IRT) has enjoyed acceptance information systems researchers throughout the last decade,b ut recent unfavourable empirical evidence has precipitated a shift away from it and a search for a new theory. The application of social interaction theories responded to the problem of media richness/social presence by postulating that media selection, like most tasks in organisations, is influenced by a combination of social forces. This means that , while the media richness/social presence scale matching tasks with media would apply in most cases, it is perfectly predictable that some groups or individuals will define either tasks or media traits differently, thus explaining the problems with media richness/social presence theories. Third, drawing together ideas in the literature a broad overview of the media choice process is developed into a comprehensive framework model. A novel aspect of this framework is, to find whether Information richness and Social interaction theories directly influence media choice; or the Social interaction theories influence media choice indirectly through the Information richness theory.
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