媒介选择的影响因素

影响媒介选择的因素是:媒介象征,信息模糊性,发信双方的距离,感觉的信息丰富性,信息接收人的数量,感觉到的信息接收人的态度。针对不同媒介的态度被感知到的媒介丰富性所影响。新媒体的态度被人和技术互动的因素所影响。一般的媒介使用被不同媒介的不同元素所影响。

Abstract 
Theorizing about communication media attitudes and behaviors has drawn upon multiple theories (e.g.,  media richness, social influence).  But  these  theories  have  often  been  pitted against each  other rather than considered  as  complementary in  more comprehensive  studies.  Furthermore, previous  research  has tended to focus  more on newer communication media such as electronic mail rather than more traditional media. Finally, communication media research has studied attitudes toward media, use of media, and only occasionally media choice. Yet, all three dependent variables are important. 
This comprehensive survey hypothesized and tested multiple influences (based on multiple theories) in a study of  media attitudes and behaviors. The media included electronic mail, fax, letters, and face-to-face  meetings. The outcomes included media choice  (an individual's  decision  to use a medium in a particular  communication  incident),  media  use  (an  individual's general pattern of  use  over  time),  and media attitudes (an individual's general subjective evaluation of  media). 
Results  suggested  that  a  number of  factors  differentiated among media choices,  including medium symbolism, message equivocality, distance between message partners, perceived media richness, number of message recipients, and perceived message recipients' attitudes. General attitudes toward the different media were influenced most consistently by perceived medium richness. New  media attitudes were also influenced by person/ technology  interaction factors. General medium use was influenced by different factors for the different media. 
The results generally supported a comprehensive theoretical approach to  understanding media attitudes and behaviors. All of  the theories have  some  merit in explaining  media attitudes and behaviors. But different factors, derived from different theories,  were  more important in  accounting for each  of  the dependent variables-media   choices,  attitudes, and use. We hope that this investigation  will  help research in this area move  toward the development of more integrative theoretical models. 

 

文章名称:Making Connections: Complementary Influences on Communication Media Choices Attitudes,and Use
文章来源:Organization Science文章作者:Linda Klebe Treviño, Jane Webster, Eric W. Stein
文章链接:http://www.jstor.org/stable/2640282  

本帖最后由 饼干 于 2012-9-27 19:07 编辑


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