Participation in videoconferenced meetings: user disposition and meeting context
Introduction
As markets and organisational activities become more global, group videoconferencing systems are increasingly being recognised as a viable means of enhancing communication flows to any number of geographically dispersed business units and customers. Many organisations are recognising that videoconferencing not only reduces travel costs, but also provides a means to coordinate activities and create a common sense of purpose among groups of people many kilometres apart. Despite the continuing growth in group videoconferencing system installations, very little is known about the factors which influence the disposition of users towards such systems and, in particular, the impact of early experiences with the technology on rates of adoption and usage in subsequent periods.
Campbell [5]assessed how videoconferencing technology influenced the effectiveness and efficiency of meetings. Different contextual factors were found to significantly affect the processes and outcomes of meetings. The functioning of groups using videoconferencing technology was found to be contingent upon the features that are specific to the particular system being used, the task being performed, situational factors, and the attributes of the group and its members (see also 4, 6). Despite these findings there is little understanding of the influence contextual factors might have on user proclivity to support the use of videoconferencing as a viable and legitimate organisational communication option. It is important to understand how users form opinions about the utility of videoconference systems, because actual system usage is highly discretionary.
The focus of the study reported here is to determine how trial conditions shape the disposition of potential users towards videoconferencing technology. More specifically, the research objective is to assess the impact that the contextual variables – equipment quality and communication activity – have on the intentions of knowledge workers to participate in videoconferenced meetings. At the centre of the study is the issue of whether the match between task and communication media provides a useful framework for introducing potential users to videoconferencing technology innovations. The research situation examined here involves a trial of group videoconferencing technology designed without reference to task and media fit.
Section snippets
Theory
Human communication is a communal process of information sharing that takes place in specific social and cultural settings. Communicative interaction enables groups to create meaning and a shared understanding which can lead to acceptance and action. Rogers [28]emphasises that, while mutual understanding is the main aim of communication, it can never be obtained in an absolute sense. Several exchanges of information over time may increase the level of mutual understanding about a topic, but
Research design
The adoption of group videoconferencing technology as a legitimate means of conducting organisational meetings requires that the technology provide advantages over existing alternatives. The aim of this work was to assess the impact of system quality and communication task on the intention of participants to support subsequent use of videoconferencing technology. A static-group design was employed to evaluate user intentions towards future system usage. Previous research concluded that positive
Results
The analysis of the intention of trial participants to use the videoconferencing system is shown in Table 2. Significant differences were found after adjustment was made for the three covariates: group size, facility location, and level of participation. With the use of Wilks' criterion, the communication activity and technology variables were significantly related to the combined covariates (F(12 699)=5.38, p<0.001), and to intention to utilise the videoconferencing system (F(4 264)=2.44, p
Discussion and conclusion
In today's competitive business environment, organisations face the difficult decision of whether to adopt new and innovative organisational communication systems. If current trends continue, videoconferencing technology will become increasingly important in the exchange of business information. Aversion to using this technology may significantly reduce individual and organisational efficiency and effectiveness because of the time and cost spent in unnecessary face-to-face meetings. The
John A. Campbell is a lecturer in the School of Information Systems and Management Science at Griffith University, Australia. He has published articles on group decision support systems, executive information systems, organisational communication, and strategic information systems. His current research interests are focused on electronic commerce and flexible learning strategies for information systems.
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John A. Campbell is a lecturer in the School of Information Systems and Management Science at Griffith University, Australia. He has published articles on group decision support systems, executive information systems, organisational communication, and strategic information systems. His current research interests are focused on electronic commerce and flexible learning strategies for information systems.