The CMC Interactivity Model: How Interactivity Enhances Communication Quality and Process Satisfaction in Lean-Media Groups

Journal of Management Information Systems, vol. 26(1), pp. 155–196 (doi: 10.2753/MIS0742-1222260107).

61 Pages Posted: 25 Aug 2009 Last revised: 30 Jun 2013

See all articles by Paul Benjamin Lowry

Paul Benjamin Lowry

Virginia Tech - Pamplin College of Business

Nicholas C. Romano

Oklahoma State University-MSIS

Jeffrey L. Jenkins

University of Arizona

Randy Guthrie

California State Polytechnic University, Pomona

Date Written: August 23, 2009

Abstract

Process satisfaction is one important determinant of workgroup collaborative system adoption, continuance, and performance. We explicate the computer-mediated communication (CMC) interactivity model (CMCIM) to explain and predict how interactivity enhances communication quality that results in increased process satisfaction in CMC-supported workgroups. We operationalize this model in the challenging context of very large groups using extremely lean CMC. We tested it with a rigorous field experiment and analyzed the results with the latest structural equation-modeling techniques. Interactivity and communication quality dramatically improved for very large groups using highly lean CMC (audience response systems) over face-to-face (FtF) groups. Moreover, CMC groups had fewer negative status effects and higher process satisfaction than FtF groups. The practical applications of lean CMC rival theoretical ones in importance because lean CMC is relatively inexpensive and requires minimal training and support compared to other media. The results may aid large global workgroup continuance, satisfaction, and performance in systems, product and strategy development, and other processes in which status effects and communication issues regularly have negative influences on outcomes.

Keywords: Ultra-lean interactive media (ULIM), Audience response systems (ARS), Human Computer Interaction (HCI), collaboration, large groups, interactivity, ultra-lean interactivity, CMC Interactivity Model (CMCIM)

Suggested Citation

Lowry, Paul Benjamin and Romano, Nicholas C. and Jenkins, Jeffrey L. and Guthrie, Randy, The CMC Interactivity Model: How Interactivity Enhances Communication Quality and Process Satisfaction in Lean-Media Groups (August 23, 2009). Journal of Management Information Systems, vol. 26(1), pp. 155–196 (doi: 10.2753/MIS0742-1222260107). , Available at SSRN: https://ssrn.com/abstract=1460188

Paul Benjamin Lowry (Contact Author)

Virginia Tech - Pamplin College of Business ( email )

1016 Pamplin Hall
Blacksburg, VA 24061
United States

Nicholas C. Romano

Oklahoma State University-MSIS ( email )

700 North Greenwood
Tulsa, OK 74106-0700
United States
918-594-8506 (Phone)
918-594-8281 (Fax)

HOME PAGE: http://www.osu-tulsa.okstate.edu/nromano/

Jeffrey L. Jenkins

University of Arizona ( email )

Department of History
Tucson, AZ 85721
United States

Randy Guthrie

California State Polytechnic University, Pomona ( email )

3801 W. Temple Avenue
Pomona, CA 91768

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