Exploring the Core Concepts of Media Richness Theory: The Impact of Cue Multiplicity and Feedback Immediacy on Decision Quality

  • Authors:

  • Surinder Singh Kahai;Randolph B. Cooper

  • Affiliations:

  • -;-

  • Venue:
  • Journal of Management Information Systems
  • Year:
  • 2003

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Abstract

Employing media richness theory, a model is developed to openthe black box surrounding the impact of computer-mediatedcommunication systems on decision quality. The effects on decisionquality of two important communication system factors, cuemultiplicity and feedback immediacy, are examined in light of threeimportant mediating constructs: social perceptions, messageclarity, and ability to evaluate others. A laboratory experimentexamining two tasks and employing face-to-face, electronic meeting,electronic conferencing, and electronic mail communication systemsis used to assess the model's validity. Results provide consistentsupport for the research model as well as media richnesstheory.Richer media facilitate social perceptions (total socio-emotionalcommunication and positive socio-emotional climate) and perceivedability to evaluate others' deception and expertise. Leaner media(electronic mail and electronic conferencing) facilitatecommunication clarity when participants have less task-relevantknowledge. The impacts of these mediating constructs on decisionquality were found to depend on the levels of participant expertiseand deception. In general, it was found that richer media can havesignificantly positive impacts on decision quality whenparticipants' task-relevant knowledge is high. Moreover, effects ofparticipant deception can be mitigated by employing richermedia.