Structuring Virtual Group Interaction Process to Improve Group Performance with Computer-mediated Communication Systems

Abstract

Purpose - The purpose of this paper is to study how to improve virtual group productivity by structuring group interaction processes with Computer-Mediated Communication System (CMCS). Design/Methodology/Approach - A laboratory experiment was designed, and research hypotheses were developed with group interaction modes, Parallel Interaction (PI) and Sequential Interaction (SI). Data to test the hypotheses were collected, and statistically analyzed with the General Linear Model. Findings - Group performance was significantly better in groups with parallel interaction (PI) for subjective decision quality and satisfaction with decision process, but objective decision quality was found to be not significant. Research Implications - As more group interaction moves to the virtual space, there is a need to better understand the behavior of virtual groups to more effectively support their interaction to improve performance. The study found that interaction procedures for virtual group can be designed in such a way to eliminate or minimize ill-effects of interaction inefficiencies by providing flexible CMCS-enabled structured interaction procedures and rules so that each group member participates in group interaction in his/her most preferable decision strategy. Based on the findings, this study calls for CMCS to develop more functionality such as automated leadership functionality or computerized structured interaction techniques as real-time online Delphi, with which groups can flexibly arrange interaction procedures that allow group members to contribute in their most preferable way.