A Study on Commnication Media Choice of Office Workers

Abstract

The purpose of this paper is threefold, i.e., i) to depict the influence of human relations between senders and recipients on the communication media choice, ii) to find the sailent factors which affect human relationships related to communication media choice, and iii) to estimate the probability of face to face media based upon the choice behavior model. The study first conducts a paired comparison questionnair survey for workers in Tokyo metropolitan branch offices, tele commuters and managers in head offices which locate outside of Tokyo metropolitan region in order to identify the media choice behavior. The study then formulates the choice behavior of media and descriminant analysys of the degree of human emotion and confidence by logit model. The study finds the importance of human relationship on choice of communication media, as well as the cost and time factors which are emphasized in existing, studies. The major findings are with in-house communication, when the emotion of the person with whom communication is intended is strong, face to face communication is selected, and the more often workers travel on business to their head office, the more they choose face to face communication.