Abstract
The influence of media richness, media attentional load, social influence and users' prior experience with media on selection of media to transmit different messages to peers within an educational organization was tested. Media were discriminated by all potential variables. Support was found for the role of prior experience and social influence in media choice. The influence of media richness was small and there was no impact of media attentional load. The results are discussed in relation to theories of media choice and some implications were raised. (Contains 10 tables and 4 figures.)
| Original language | American English |
|---|---|
| Pages (from-to) | 337-360 |
| Journal | Journal of Educational Multimedia and Hypermedia |
| Volume | 20 |
| Issue number | 4 |
| State | Published - 2011 |