Mediarichnesstheory介绍论文研读参考文献.pptVIP

Media richness theory 指導教授:戴敏育老師 報告者(依報告順序): 淡江資管所碩專一 朱芝琬 淡江資管所碩專一 李坤達 Author： Daft, R. L., Lengel, R. H., and Trevino, L. K 報告日期：2011.5.14 “Message Equivocality, Media Selection, and Manager Performance: Implications for Information Systems,” MIS Quarterly (11:3), 1987, pp. 355-366. Agenda Media richness theory 介紹 論文研讀 參考文獻 主要依變數：Information processing, communication effectiveness 主要獨立變數：Uncertainty Equivocality  Media richness theory 應用領域：Communication, Marketing and Management Information Systems Level of analysis ： Group Organization Media richness theory Media richness theory 理論說明： Daft Lengel (1984)首先提出資訊豐富度的概念(information richness theory) Weick (1979)與Galbraith (1973)因探討媒體是否具有傳輸豐富資訊的能力，而有媒體豐富性理論的產生。故又稱為資訊豐富度理論 (information richness theory) Media richness theory The first assumption of this theory is that organizations process information to reduce uncertainty and equivocality (Daft and Lengel 1986). Uncertainty ： Defined by Galbraith (1977) Equivocality ： Ambiguity of the task Media richness theory Equivocality is high An individual does not know what questions to ask Uncertainty is high The group knows the question but lacks the necessary information As information increases, uncertainty and equivocality decrease. Media richness theory The second assumption of this theory is commonly used media in organizations works better for certain tasks than others Daft and Lengel (1984) Media richness theory Hierarchy of Media Richness Source: Daft, Lengel, and Trevino (1987) 論文研讀 Message Equivocality, Media Selection, and Manager Performance: Implications for Information Systems,” MIS Quarterly (11:3), 1987, pp. 355-366. Author： Daft, R. L., Lengel,