THE EFFECT OF MULTIMEDIA ON PERCEIVED EQUIVOCALITY AND PERCEIVED USEFULNESS OF INFORMATION SYSTEMS.

Author List: Lim, Kal H.; Benbasat, Izak;
MIS Quarterly, 2000, Volume 24, Issue 3, Page 449-471.
With the advent of multimedia and intranet technologies, managers and information systems designers face a new challenge: how to capture and present information using a variety of representation formats (text, graphics, audio, video, and animations) so that members of an organization can make better sense out of the information available. In this study, we develop a task-representation fit model to generate several predictions about the potential of multimedia to alleviate the limitations of text-based information in the context of individual decision makers utilizing organizational data and test them in a laboratory experiment. Results support the task-representation fit relationships predicted. For analyzable tasks, text-based representation and multimedia representation are equally effective in reducing perceived equivocality levels. For less-analyzable tasks, only multimedia representation was instrumental in reducing perceived equivocality levels.
Keywords: information presentation; Multimedia; perceived equivocality; task analyzability; task-media fit
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#206 0.314 multimedia voice presentation impression text biased bias image cue formats equivocality understanding present effective objects condition provide presentations images desire
#266 0.176 information presentation graphics format systems graphical graphs design recall representation comprehension experimental presentations experiment presented variables formats graphic tabular led
#42 0.143 perceived results study field individual support effects microcomputer pressure external usefulness test psychological obligations characteristics variables indicate existence availability investigating
#80 0.115 organizations new information technology develop environment challenges core competencies management environmental technologies development emerging opportunities levels based change business technical
#295 0.094 task fit tasks performance cognitive theory using support type comprehension tools tool effects effect matching types theories modification working time
#8 0.072 decision making decisions decision-making makers use quality improve performance managers process better results time managerial task significantly help indicate maker