The use of media in an organisational context: A field study of factors associated with e-mail use

This thesis aims to contribute to the theoretical and practical understanding of the determinants of the use of electronic media such as electronic mail (e-mail) and the tasks for which e-mail is appropriate. E-mail is widely used in many organisations around the world. However, the understanding of why someone uses or does not use e-mail is still not complete. It is important to deepen our understanding of the use of this electronic medium in order to gain full benefit from it.

The theoretical framework of an individual's media selection (referred to as the IMS model) proposed in this study is derived from previous theories and empirical studies related to media selection or media use. These theories are (i) the technology acceptance model (TAM), (ii) social presence theory, (iii) media richness theory, (iv) symbolic interactionist theory, (v) critical mass theory, (vi) the social influence model of media use, and (vii) structuration theory.

The IMS model is used to develop a conceptual model of determinants of e-mail use (referred to as the DEU model) to study the use of e-mail. The eleven factors included in the DEU model are (i) perceived usefulness, (ii) perceived ease of use, (iii) perceived richness, (iv) routine-communication-task involvement, (v) asynchronous-communication-situation involvement, (vi) communication partners' regular use of e-mail, (vii) social influence from co-workers or supervisors, (viii) computer experience, (xi) prior e-mail experience, (x) e-mail training and (xi) the relative use of e-mail.

The DEU model was investigated by conducting a field study with a public organisation in two phases. Phase one involved collecting data by survey with one hundred and sixty-six participants responding. A partial least square analysis, using PLSPATH, was performed. Responses from the 119 participants who were voluntary users and used e-mail themselves were analysed.

In phase two, two focus groups and sixteen interviews were held six weeks after the survey. Data from focus groups and interviews were analysed to expand on the statistical results and to further explore the use of e-mail. Written comments obtained from the survey were also analysed using content analysis.

Results indicated three variables influenced e-mail use. These variables were routine-communication-task involvement, communication partners' regular use of e-mail and e-mail training. Even though individual's perceptions of usefulness, ease of use and richness did not directly influence e-mail use, they were affected by other factors such as social influence from co-workers or supervisors or prior e-mail experience.

Results from qualitative analysis supported and expanded the findings from path analysis. Further findings from written comments, focus groups and interviews indicated that other factors could influence the use of e-mail in an organisation. These factors were the preference, attitudes and characteristics of the individuals, the use of e-mail by others, technical constraints, work practices and time spent in using e-mail.

This research gives improved understanding of media selection, particularly the use of e-mail, with a useful model of an individual's selection of media being developed. The findings from both quantitative and qualitative analyses contribute to both theory and practice. From a theoretical perspective, the study indicated that the best way to study media use is by investigating the interaction of both individual factors and social factors. From a practical perspective, the results provide management with useful guidelines about factors which can enhance the use of electronic media in their organisations.