Gender Differences in the Effects of Media Richness  

Oleh:

Dennis, Alan R. ; Kinney, Susan T. ; Hung, Yu-Ting Caisy

Jenis: Article from Bulletin/Magazine
Dalam koleksi: Small Group Research vol. 30 no. 4 (2008), page 405-437.
Fulltext: 405.pdf (127.92KB)

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Media richness theory argues that performance improves when team members use “richer” media for equivocal tasks. Virtually all research on media richness theory has focused on perceptions: surveys of individuals’beliefs about media rather than investigating actual performance with richer versus leaner media. This experiment studied the effects of media richness on decision making in two-person teams (all male, all female, and mixed gender) using one form of “new media” (computer-mediated communication). Participants took longer to make decisions with computer-mediated communication. Matching richness to task equivocality only resulted in better performance for the all-female teams, likely because females are more sensitive to nonverbal communication and more affected by its absence in computer-mediated communication. For remaining teams, using richer face-to-face communication did not improve performance to a greater extent for more equivocal than less equivocal tasks. Results support media richness theory only for all-female teams.

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