The complexity of richness: Media, message, and communication outcomes

Authors:
Robert F. Otondo;James R. Van Scotter;David G. Allen;Prashant Palvia
Affiliations:
College of Business and Industry, Mississippi State University, Mississippi State, MS 39762, United States;E. J. Ourso College of Business Admin., Louisiana State University, Baton Rouge, LA 70803, United States;Fogelman College of Business and Economics, University of Memphis, Memphis, TN 38152, United States;Bryan School of Business & Economics, The University of North Carolina at Greensboro, Greensboro, NC 27402, United States
Venue:
Information and Management
Year:
2008

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Abstract

Dynamic web-based multimedia communication has been increasingly used in organizations, necessitating a better understanding of how it affects their outcomes. We investigated factor structures and relationships involving media and information richness and communication outcomes using an experimental design. We found that these multimedia contexts were best explained by models with multiple fine-grained constructs rather than those based on one- or two-dimensions. Also, media richness theory poorly predicted relationships involving these constructs.