Perceptions and use of electronic media: Testing the relationship between organizational interpretation differences and media richness

Abstract

How do managers perceive and use media? Media richness theory (MRT) appears to provide persuasive answers to this, but does it work when electronic media is used? Surveys of Japanese managers showed that the perceptions of media, including electronic media, did not contradict MRT. But, even so, the use of rich media was found to be influenced more strongly by whether the media was traditional or electronic, with respect to organizational interpretation of its environment. The perception and use of electronic media may not correspond, though they have generally been assumed to do so.