Authors: Rui Gu, Kunihiko Higa
Addresses: Graduate School of Decision Science and Technology, Tokyo Institute of Technology, 2-12-1 O-okayama, Meguro-ku, Tokyo 152-8552, Japan. ' Graduate School of Innovation Management, Tokyo Institute of Technology, 2-12-1 O-okayama, Meguro-ku, Tokyo 152-8552, Japan
Abstract: Media selection behaviour from 18 companies in Japan and China was studied using the media fitness framework. A multiple media usage was found to be more popular than a single medium usage. Factors that affected both primary and complementary media selection were investigated. As a result, social influence was identified as the most important factor for the primary medium selection followed by a rational factor and environment factor. The study revealed that both rational and social influence factors were closely related for a primary medium selection; however, social influence had almost no effect on selecting complementary media. The findings of this study are not only useful to guide risk aversion in media selections in IT and service industries, but also potentially effective in media selections in various remote working fields.
Keywords: media fitness; communication media selection; group communication; media richness; Japan; China; social influence; risk aversion; information technology; service industry; remote working.
International Journal of Services Sciences, 2009 Vol.2 No.3/4, pp.381 - 397
Published online: 19 Jun 2009 *Full-text access for editors Access for subscribers Purchase this article Comment on this article