Testing Media Richness Theory in the New Media: The Effects of Cues, Feedback, and Task Equivocality.

Author List: Dennis, Alan R.; Kinney, Susan T.;
Information Systems Research, 1998, Volume 9, Issue 3, Page 256-274.
Media richness theory argues that performance improves when team members use richer media for equivocal tasks. This experiment studied the effects of media richness on decision making in two-person teams using "new media" (i.e., computer-mediated and video communication). Media richness was varied based on multiplicity of cues and immediacy of feedback. Subjects perceived differences in richness due to both cues and feedback, but matching richness to task equivocality did not improve decision quality, decision time, consensus change, or communication satisfaction. Use of media providing fewer cues (i.e., computer mediated communication) led to slower decisions and more so for the less equivocal task. In short, the results found no support for the central proposition of media richness theory; matching media richness to task equivocality did not improve performance.
Keywords: Media Richness Theory;Information Cues;Feedback;Equivocality;Videoconferencing;Group Support System
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#203 0.434 communication media computer-mediated e-mail richness electronic cmc mail medium message performance convergence used communications messages face-to-face findings participants results work
#295 0.197 task fit tasks performance cognitive theory using support type comprehension tools tool effects effect matching types theories modification working time
#265 0.160 collaborative groups feedback group work collective individuals higher effects efficacy perceived tasks members environment writing experiment did task intelligence compared
#8 0.106 decision making decisions decision-making makers use quality improve performance managers process better results time managerial task significantly help indicate maker
#80 0.066 organizations new information technology develop environment challenges core competencies management environmental technologies development emerging opportunities levels based change business technical