Rational and social theories as complementary explanations of communication media choices: Two policy-capturing studies

• 成果类型: Article
• 署名作者: Webster, J; Trevino, LK
• 署名单位: Pennsylvania Commonwealth System of Higher Education (PCSHE); Pennsylvania State University; Pennsylvania State University - University Park
• 刊物名称: ACADEMY OF MANAGEMENT JOURNAL
• ISSN/ISSBN: 0001-4273
• DOI: 10.5465/256843
• 发表日期: 1995
• 页码: 1544-1572
• 关键词: DESIRABILITY RESPONSE BIAS; ELECTRONIC MAIL; ORGANIZATIONAL COMMUNICATION; VOICE MAIL; INFORMATION; TECHNOLOGY; richness; DECISION; attitudes; task

摘要

Recent media choice research has focused on attempts to determine what theory best explains people's choices of communication media. Two within-subject policy-capturing studies support the notion that media richness and social influence theories are complementary rather than competing and that the relative importance of choice factors depends on the medium. A comparison of policy-capturing and survey findings points to policy capturing as a useful research methodology. Results also suggest that rational and social factors should be included in comprehensive models of media choice that address both traditional and new media.