지각된 미디어 동시성의 의사소통 만족과 집단 응집력에 대한 효과 분석 (The Effect of Perceived Media Synchronicity on Communication Satisfaction and Group Cohesion)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 44권 / 6호 / 1685 ~ 1706페이지
· 저자명 : 김의곤, 임일

초록

본 연구는 컴퓨터 매개 커뮤니케이션(Computer-mediated Communication) 미디어의 역량 평가에 있어서 전통적인미디어 간 비교에 의한 역량 평가방법에서 더 나아가 실제 사용하는 이용자들의 인식적 차이에서 오는 효과를 분석하고자하였다. 이를 위하여 313명의 한국과 미국의 대학생 및 MBA 학생들에 대하여 트위터를 바탕으로 온라인 집단 협업환경을 설정하여 의사소통의 특성을 반영한 주어진 업무를 수행하고 사후 설문조사를 진행하여 그 결과를 분석하였다. 분석결과 미디어 동시성의 다양한 역량 중에서 피드백의 신속성, 병렬성, 재처리성에 대한 사용자의 지각이 의사소통의 만족에긍정적인 효과를 주어 집단의 응집력을 강화시키는 요인임을 확인하였다. 본 연구는 매체 동시성 이론(Media Synchronicity Theory)을 사용자의 지각이라는 측면에서 새롭게 실증적으로 검증하였고, 다양한 형태의 의사소통이 발생하는 현실 상황속에서 만족스런 의사소통을 위해서 중요한 미디어의 요인에 대하여 분석하였다는 점에서 의의가 있다.

영어초록

This research focuses on the media capabilities by comparing traditional media and mobile media. Previous studies have examined media capability and its impacts on communication performances. Media richness theory(MRT) and media synchronicity theory(MST) are representative framework in this area. However, little research has investigated communicators’ perception on media’s capability and synchronicity and how they affect communicators’ satisfaction and communication performance. This study argues that communicators’ perception about media, as well as actual capabilities of the media will affect communicators’ use of media and media’s effectiveness. The effectiveness of the media will also affect communicators’ satisfaction and group cohesiveness.
An experiment was designed and conducted with a total of 313 college students and MBA students in South Korea and the U.S. Subjects were required to perform a group collaboration task using Twitter on either PC or mobile phone. Subjects worked on an experimental task in teams of four people. After experiment was completed, subjects were asked to answer a postexperimental questionnaire which was designed to measure subjects’ perceived media capability (transmission velocity, immediacy of feedback, parallelism, rehearsability, and reprocessability), satisfaction, and group cohesiveness.
The results show that the type of media(PC and mobile device) does not significantly affect people’s perceived media capabilities. It implies that capability of a medium lies more on communicators’ perception and how they use the medium rather than physical attributes of the medium. It was found that the immediacy of feedback, parallelism, and reprocessability have positive influences on the communication satisfaction. The enhanced satisfaction also increases the group cohesion. This research empirically analyzed the key factors of media capabilities for communication satisfaction by verifying Media synchronicity theory in the group collaboration context.

참고자료

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