Date of Award

9-1998

Document Type

Thesis

Degree Name

Master of Science

Abstract

Over the past two decades, great interest has been given to the research of media choice within organizations. However, there is still confusion over which factors influence media choice. This study examined the effectiveness of five media under different conditions in an effort to better understand which factors impact media choice. Through the examination of several theories on communication and media choice, a theoretical model was created to determine if effectiveness is an outcome of media choice. To test the proposed model, a 54 scenario policy capturing instrument was developed and distributed. Results from the study support the theory that effectiveness is an outcome of media choice. Further results indicated that effectiveness of a media choice depends on communications requirements. The original three-factor model consisting of Urgency, Complexity, and Familiarity provided a good fit for four of the five media, while revised models utilizing additional factors provided good fits for all five of the media. It is the researcher's belief that the revised models will be extremely useful in the continued study of the factors that influence an individual's choice of one media over another.

AFIT Designator

AFIT-GIR-LAS-98S-4

DTIC Accession Number

ADA354279

Comments

Presented to the Faculty of the Graduate School of Logistics and Acquisition Management of the Air Force Institute of Technology

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