Sequences of Information and Communication Technology Use Keri K. Stephens Jan-Oddvar Sørnes Ronald E. Rice Larry D. Browning Alf Steinar Sætre

Background “communication efficiency may rest on sequences or combination of media rather than isolated choices about a discrete ICT” (Walther & Parks, 2002, p. 534) Yet, our communication theories typically only consider discrete ICT use (a few mentions in Pieterson’s thesis)

Background Media Use Patterns: Discrete Simultaneous (multitasking) Sequential Follow up Combinations/Patterns

Background Some mention of prior research on multiple media channels in Pieterson’s thesis: US: 22% used multiple channels during last service encounter with government org Canada: 1.9 channels to obtain last used service

Background Pieterson results: some sequences due to “habit”, such as Internet then phone Most multiple channels in last two service contacts were same: web – web 77%; phone – phone 69%; post – post 43%; front desk – front desk 28% But: phone – 52%; phone – front desk 40%

Hypotheses & RQs Discrete ICT use Uses & Gratifications & empirical work by Flanagin & Metzger (2001) 10 motivations With 1 identified through interviews, grouped into five reasons

Hypotheses & RQs Sequential ICT use Media richness (multiple cues, timely) Information theory (redundancy) Cost minimization (access, error, delays, media transformations)

Hypotheses & RQs Sequential ICT use Why do people use sequences? Do reasons vary by sequence? Look at the follow-up medium more closely

Method N = 66 managerial and professional knowledge workers, diverse industries, all expert ICT users, from 64 organizations in variety of industries In-depth interviews, transcribed (2500 pages) “walk me through your typical day” “how do you use ICTs in your daily work” “how do you learn new job-related info”

Method Content analysis of interview data Used NVivo 4,448 sentences or qualifying units of analysis (out of 24,152 sentences) – coded into ICT used & reason for use – coded 328 mentions of sequences – acceptable inter-coder reliabilities (.92 sentence;.93 ICT;.79 use)

Method Most frequent coded: FTF (sending or receiving) Web (online access, searching) Computer (offline applications, software) Paper Telephone

Discrete ICT Use

Web most frequently used (37%), followed by (20%), FtF (14%), the computer (8%), paper (6%), and telephone (6.2%) Across all ICTs, information purposes are the most frequently stated reasons (63%) to use ICTs Web the most frequently used ICT (41%) to get information FtF used most frequently to persuade (46%) Computer used most frequently to document (48%)

Discrete ICT Use 10 discrete media associated with five reasons (chi-sq = 998, p<.001) Separately significant: Information: web more frequent; FTF and computer less frequent, than expected Persuasion: FTF and telephone more; Web, , paper, intranet less Documentation: , computer, intranet, database more; web, FTF, telephone less Social: FTF more; Web less

Sequential ICT Use Most frequent sequences: Web then FtF (N = 47), Computer then Web (N= 31), FtF then (N = 26), and Web then Computer (N = 25) ICT most frequently used second in a sequence is FtF (N = 74), followed by (N = 62) The six ICTs used second that are mentioned most frequently are the same six mentioned discretely, yet the frequency order differs

Sequential ICT Use What reasons do organizational members give for using ICT sequences? ICTs by Information, persuasion, documentation: chi-sq =98.9, p<.001 Separately significant: Persuasion: FTF- more frequent; computer-Web less frequent than expected Documentation: computer-Web more; Web-FTF less

Sequential ICT Use Created two ratio-level measures, normalized for number of codes per interview Percentage of mentions of each of five major reason categories Percentage of mentions of sequential ICT use Regression on % sequential use: R 2 adj. =.10 Either information, or persuasion (-.82) Persuasion only remaining significant individual predictor β =.26, p <.05

Sequential ICT Use – Follow-up ICT Follow-up ICT by reasons significant: chi-sq = 60, p<.001 Separately significant: Documentation: Web more frequent; paper less frequent than expected

Patterns of Sequential ICT Use Used first-second ICT pair matrix Entered into hierarchical clustering Plotted in Multidimensional scaling

Classification of Follow-up ICT Use Textual Linking Auditory Linking Textual Personal No instance found Textual Auditory Results from Hierarchical Cluster Analysis Connecting with Others Personal

Examples from Transcripts Most frequent: Web – FTF Preparing for FTF meeting Primarily information, then persuasion Used web to gather information and prepare, such as from customer’s web site, to be more credible Second most frequent: computer-web Individual work Documentation, information; ex: prepare ppt, search web for specific information

Discussion Supported Flanagin & Metzger’s (2001) work People trying to persuade are more likely to use sequences of ICTs The Web is used as a preparation step, and this use works well in the complex process of establishing source credibility Reinforcement of message in a textual ICT appears to be a persuasive strategy When paper & are used 2, nd the persuasion reasons for this use are more than when they are used 1 st.

Discussion Media Richness Theory and Information (uncertainty) Theory: Expand number of cues, redundancy, reduce errors Web followed by FTF (needed cues, reduce errors) FTF followed by (documentation, reduce errors; commitments, organize information)

Discussion Media Richness Theory As discrete ICTs, used least frequently for persuasion: Web (15%) (14%) Paper (7%)

Classifying ICTs & Linking to Theory ICTs found in the textual personal quadrant, paper and computer, used less frequently than the other four ICTs Suggests that ICT sequence are used to link people Media trait theories & social influences both matter and work together when considering sequential use

Classifying ICTs & Linking to Theory 1 st Consider if others need to be involved Degree of connection with others dimension Social influence (Fulk et al., 1990), & structurational views 2 nd Consider characteristics of textual or auditory Degree of availability of auditory information Media trait perspectives (Daft & Lengel, 1984, 1986)

Thank You! Questions? Complete Reference: Stephens, K., Sørnes, J. O., Rice, R. E., & Browning, L. (2008). Discrete, sequential, and follow-up use of information and communication technology by advanced ICT users. Management Communication Quarterly, 22(2),