Media Richness, Communication Apprehension and Participation in Group Videoconferencing

Abstract

Although videoconferencing technologies perform an important function in organizational communication, many users remain apprehensive about using the medium for routine communication.The study draws on media choice theory to assess the impact of communication apprehension and participation on perceptions of task characteristics and media traits. The results demonstrate that user aversion to videoconferencing has a significant impact on perceptions of task and media. A significant interaction was also revealed between communication apprehension and user participation relating to perceptions of communication richness.

Examination of how social aspects moderate the relationship between task characteristics and usage of social communication technologies (SCTs) in organizations

“…It is considered a rich medium, as it provides individuals with the opportunity for face-to-face dialogue (Murray & Peyrefitte, 2007). For this inconsistence finding, we argued that when users face an urgency task, they want to receive data or information promptly (Jiang & Benbasat, 2007), but many users remain apprehensive about using video conferencing for routine communication (Campbell, 2006). This apprehensiveness might be caused by lack of understanding of the technology or the fact that users have little experience (Martinsons & Chong, 1999).…”

“…This apprehensiveness might be caused by lack of understanding of the technology or the fact that users have little experience (Martinsons & Chong, 1999). This uneasiness makes users avoid video conferencing when task urgency is a factor (Campbell, 2006). On the other hand, the analyzability (H1-2) and complexity of tasks (H3-2) that supported by video conferencing is associated with the level and depth of interaction required for the task at hand (McKeen & Smith, 1996).…”

“…Firstly, the media richness and social presence are important considerations for video conference users (Campbell, 2006). Video conference also has high synchronicity (Jung, 2008), high multiplicity of cues, and rich language variety, as it allows two or more locations to interact via simultaneous two-way video and audio transmissions (Dennis et al, 2008).…”

“…Task complexity relates to the level and depth of interaction required to solve the task at hand (Campbell, 2006). In the context of business practices, it can be viewed as the presence of ambiguity and uncertainty in the user's surrounding environment.…”

Enacting Media Use in Organisations

“…For example, J. Campbell (2006) found that regular use of videoconferencing by high-apprehension individuals led them to perceive the medium as richer. It's reasonable to expect that at least a part of this increase was due to enacted richness.…”