1 / 16

David Allen, Ph.D. Robert Otondo, Ph.D. Mitzi Pitts, Ph.D. Jim Van Scotter, Ph.D

Fogelman College of Business & Economics. Impact of Computer-Mediated Communication Characteristics on Information Acquisition & Favorability of Attitudes toward the Navy. David Allen, Ph.D. Robert Otondo, Ph.D. Mitzi Pitts, Ph.D. Jim Van Scotter, Ph.D. Agenda. Introduction Theory

herman-ayers
Télécharger la présentation

David Allen, Ph.D. Robert Otondo, Ph.D. Mitzi Pitts, Ph.D. Jim Van Scotter, Ph.D

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Fogelman College of Business & Economics Impact of Computer-Mediated Communication Characteristics on Information Acquisition & Favorability of Attitudes toward the Navy David Allen, Ph.D. Robert Otondo, Ph.D. Mitzi Pitts, Ph.D. Jim Van Scotter, Ph.D

  2. Agenda • Introduction • Theory • Methodologies • Progress Report • Conclusions & Acknowledgements

  3. Introduction • Communication effectiveness and recruitment success • Media-recruiting task fit is critical • Computer-Mediated Communication (CMC) media have powerful but untested capabilities • Current project examines extent to which CMC media characteristics affect communication and recruitment-related outcomes Theory…

  4. Theory • Integrated model of CMC characteristics, communication outcomes, and decision-making processes • Theories of Reasoned Action and Planned Behavior (Azjen & Fishbein, 1980; Ajzen, 1991) • Genre/structurational theories (Yates & Orlikowski, 1992) Model…

  5. Content Receivers’ Communication Process-Related Outcomes Effectiveness-related Outcomes Design Individual Differences Theory Theories of Reasoned Action & Planned Behavior Genre theory Methodologies…

  6. Methodologies • Computer-mediated communication is complex • Complexity complementary use of four research designs • Role-playing Experiment • Verbal Protocol • Eye-tracking • Judgments by IT/IS Experts

  7. Methodologies • Job Search Task Experiment • To gain population-level understanding of CMC phenomena • Quantitative data/analysis • Web sites used: • US Navy • 37 Fortune 500 companies

  8. Methodologies • Job Search Task Experiment

  9. Methodologies • Verbal Protocol • To gain deeper insight into cognitive factors of web site analysis • Qualitative data/analysis

  10. Methodologies • Verbal Protocol

  11. Methodologies • Eye-tracking Experiment • To gain better understanding of physiological-level phenomena • Quantitative data/analysis • Equipment purchased through previous ONR grant(s)

  12. Methodologies • Eye-tracking Experiment

  13. Methodologies • Judgments by IS/IT Experts • To gain understanding of objective phenomena in web site pool • Characteristics of expert sample differs from role-playing sample • Graduate students in second Systems Analysis course • Evaluate content & design from professional standpoint

  14. Progress Report • Data collected; initial data analysis complete • Accepted Work • Differences in Perceptions of Web Site Characteristics by IT Experts and Non-Experts (Accepted at AMCIS 2002) • Work-in-Progress • Recruiting via CMC • Confirmatory Factor Analysis • Influence of Content & Design on Web Site Effectiveness • Personality Factors in CMC Effectiveness

  15. Conclusions & Acknowledgements • Few research conclusions: data analysis just beginning • Use of computer-based survey instruments very efficient • Reduced data-entry time & expense • Increased accuracy

  16. Questions???

More Related