ABSTRACT Media selection has become a more complex problem because of the fast development of Information and Communication Technology. However, there is little quantified work on the tools for media selection decisions. The three main tools available are Media Richness Theory (MRT) , Social Influence Perspectives (SIP) , and Media Fitness Framework (MFF) [3,4]. MFF is a combination of the factors from MRT and SIP with additional factors for environmental and resource limitations. In this research, we tested the effectiveness of media selection prediction of these three tools on 72 communication tasks from 18 companies. We then compared the results to real data. This comparison showed MFF to be more effective than either MRT or SIP, particularly in multiple-media situations. MFF also had a faster convergence of media selection prediction.
Cite this paper
nullR. Gu, K. Higa and D. Moodie, "A Study on Communication Media Selection: Comparing the Effectiveness of the Media Richness, Social Influence, and Media Fitness," Journal of Service Science and Management, Vol. 4 No. 3, 2011, pp. 291-299. doi: 10.4236/jssm.2011.43035.
 R. L. Daft and R. H. Lengel, “Information Richness: A New Approach to Managerial Behavior and Organization Design,” Research in Organizational Behavior, Vol. 6, 1984, pp. 191-233.
 J. Fulk, C. W. Steinfeld, J. Schnitz and J. G. Power, “A Social Information Processing Model of Media Use in Organizations,” Communication Research, Vol. 14, No. 5 1987, pp. 529-551. doi:10.1177/009365087014005005
 R. Gu and K. Higa, “A Study on Communication Media Selection in IT and Service Work Groups,” International Journal of Services Sciences, Vol. 2, No. 3-4, 2009, pp. 381-397.
 K. Higa and R. Gu, “Communication Media Selection for Remote Work: Towards a Theory of Media Fitness,” Journal of E-Working, Vol. 1, No. 1, 2007, pp. 45-68.
 R. E. Rice, “Task Analyzability, Use of New Media, and Effectiveness: A Multi-Site Exploration of Media Richness,” Organization Science, Vol. 3, No. 4, 1992, pp. 475-500. doi:10.1287/orsc.3.4.475
 R. L. Daft and R. H. Lengel, “Organizational Information Requirements, Media Richness and Structural Design,” Management Science, Vol. 32, No. 5 1986, pp. 554-571.
 J. Fulk, J. A. Schmitz and C. W. Steinfeld, “A Social Influence Model of Technology Use,” Sage Publications, Inc., Thousand Oaks, 1990, pp. 117-140.
 J. Fulk and L. Collins-Jarvis, “Wired Meetings: Technological Mediation of Organizational Gatherings,” In: F. M. Jablin and L. L. Putnam, Eds., The New Handbook of Organizational Communication: Advances in Theory, Research, and Methods, Sage Publications, Inc., Thousand Oaks, 2001, pp. 624-663.
 S. S. Kahai and R. B. Cooper, “Exploring the Core Concepts of Media Richness Theory: The Impact of Cue Multiplicity and Feedback Immediacy on Decision Quality,” Journal of Management Information Systems, Vol. 20, No. 1, 2003, pp. 263-299.
 A. R. Dennis and S. T. Kinney, “Testing Media Richness Theory in the New Media: The Effects of Cues, Feedback, and Task Equivocality,” Information Systems Research, Vol. 9, No. 3, 1998, pp. 256-274.
 A. R. Dennis, S. T. Kinney and Y. C. Hung, “Gender Differences in the Effects of Media Richness,” Small Group Research, Vol. 30, No. 4, 1999, pp. 405-437.
 B. E. Mennecke, J. S. Valacich and B. C. Wheeler, “The Effects of Media and Task on User Performance: A Test of the Task-Media Fit Hypothesis,” Group Decision and Negotiation, Vol. 9, No. 6, 2000, pp. 507-529.
 G. R. Salancik and J. Pfeffer, “A Social Information Processing Approach to Job Attitudes and Task Design,” Administrative Science Quarterly, Vol. 23, No. 2, 1978, pp. 224-253.
 J. R. Carlson and R. W. Zmud, “Channel Expansion Theory and the Experiential Nature of Media Richness Perceptions,” Academy of Management Journal, Vol. 42, No. 2, 1999, pp. 153-170. doi:10.2307/257090
 J. Fulk, “Social Construction of Communication Technology,” Academy of Management Journal, Vol. 36, No. 5, 1993, pp. 921-950. doi:10.2307/256641
 J. Schmitz and J. Fulk, “Organizational Colleagues, Media Richness, and Electronic Mail: A Test of the Social Influence Model of Technology Use,” Communication Research, Vol. 18, No. 4, 1991, pp. 487-523.
 K. Burke, K. Aytes, L. Chidambaram and J. J. Johnson, “A Study of Partially Distributed Work Groups: The Impact of Media, Location, and Time on Perceptions,” Small Group Research, Vol. 30, No. 4, 1999, pp. 453-490.
 J. Wijayanayake and K. Higa, “Communication Media Choice by Workers in Distributed Environment,” Information & Management, Vol. 36, No. 6, 1999, pp. 329-338.
 G. Rasters, G. Vissers and B. Dankbaar, “An Inside Look: Rich Communication through Lean Media in a Virtual Research Team,” Small Group Research, Vol. 33, No. 6 2002, pp. 718-754. doi:10.1177/1046496402238622
 I. Galushkin, “Text Messages: A Potentially Rich Medium in Distributed Organizations,” PRism OnLine PR Journal, Vol. 1, 2003, pp. 1-13.
 N. S. A. Karim and R. Heckman, “Group Communication Media Choice and the Use of Information and Communication Technology to Support Learning: A Case Study,” Campus-Wide Information Systems, Vol. 22, No. 1, 2005, pp. 28-42.
 O. K. Ngwenyama and A. S. Lee, “Communication Richness in Electronic Mail: Critical Social Theory and the Contextuality of Meaning,” MIS Quarterly, Vol. 21, No. 2, 1997, pp. 145-167. doi:10.2307/249417
 S. Lee, S. Yoo and Z. Lee, “Media Selection and End-User Satisfaction: An Empirical Study of Help-Desk Using SERVQUAL,” In: S. Gordon Ed., Computing Information Technology: The Human Side, IGI Publishing, Hershey, 2003, pp. 134-145.
 P. O’Kane and O. Hargie, “Intentional and Unintentional Consequences of Substituting Face-to-Face Interaction with e-Mail: An Employee-Based Perspective,” Interacting with Computers, Vol. 19, No. 1, 2007, pp. 20-31.
 A. Sivunen and M. Valo, “Team Leaders’ Technology Choice in Virtual Teams,” IEEE Transactions on Professional Communication, Vol. 49, No. 1, 2006, pp. 57-68.
 L. Plotnick, S. R. Hiltz and R. J. Ocker, “Media Choices and Trust in Partially Distributed Global Teams,” 2010 43rd Hawaii International Conference on System Sciences (HICSS), Honolulu, 5-8 January 2010, pp. 1-10.
 K. Nakamura, Y. Masuda and Y. Kiyokane, “Roles of Communication Media in Telework Environments,” 28th Hawaii International Conference on System Sciences, Wailea, 3-6 January 1995, pp. 446-455.
 S. M. Lee, J. Kim, Y. Choi and S. Lee, “Effects of IT Knowledge and Media Selection on Operational Performance of Small Firms,” Small Business Economics, Vol. 32, No. 3, 2009, pp. 241-257.
 J. Webster and L. K. Trevino, “Rational and Social Theories as Complementary Explanations of Communication Media Choices: Two Policy-Capturing Studies,” The Academy of Management Journal, Vol. 38, No. 6 1995, pp. 1544-1572. doi:10.2307/256843
 T. Niinimaki, A. Piri and C. Lassenius, “Factors Affecting Audio and Text-Based Communication Media Choice in Global Software Development Projects,” 4th IEEE International Conference on Global Software Engineering (ICGSE), Limerick, 13-16 July 2009, pp. 153-162.