Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/16192
Title: Media choice and social motivations
Authors: YU KUO
Keywords: Media choice, social motivations
Issue Date: 29-May-2007
Source: YU KUO (2007-05-29). Media choice and social motivations. ScholarBank@NUS Repository.
Abstract: Computer Mediated Communication (CMC) systems have been widely accepted in modern organizations. With the pervasiveness of CMC technologies, the dominance of traditional face-to-face communication is diminishing. Several problems have been reported for this emerging trend, including the decrease of total communication and some degree of CMC systems failure. To understand how organizations can ensure appropriate selection and use of communication media, one of the most fundamental problems is that what factors cause individualsa?? different media choice behavior. The objective of this study is to provide a new perspective to explain media choice, focusing on how relational communication affects media choice. We aim to investigate individuala??s media choice decision making process and identify the major factors affecting this process. By integrating resource theory and social exchange theory, we recognize the exchange of status and love resources have an effect on individuala??s media choice behavior. We posit that the perceived message social valence leads to the communicatora??s choice of nonverbal cue rich or lean media. This effect is stronger when the communication initiator is in deficit of resource storage balance and the effect is weaker when the communication initiator is in surplus of balance. The research findings support our argument that social motivations will affect media choice.
URI: http://scholarbank.nus.edu.sg/handle/10635/16192
Appears in Collections:Master's Theses (Open)

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