Media Richness Scale 媒介丰富度量表

简介

随着关于即时通讯（instant messaging，IM）使用及其潜在增长的趋势，Guo等（2008）在媒介丰富度的理论基础上以及在使用其他传统和新型通信媒体的背景下，开展了一个新颖的探索用户对IM的喜好的研究。研究者将即时通讯与其他传统的通讯方式——包括面对面（face-to-face, FTF），电话（telephone，TEL），电子邮件（email，EMAIL）和短信（short messaging service，SMS）结合起来，探索在中国和澳大利亚两个不同的文化背景中，人口统计学变量、媒体经验，媒介丰富度感知以及民族文化对媒介偏好的影响。

信度与效度

研究者设计了一份调查问卷来收集数据，选出五种传播媒介：即时通讯（instant messaging，IM），面对面（face-to-face, FTF），电话（telephone，TEL），电子邮件（email，EMAIL）和短信（short messaging service，SMS）。媒介丰富度由D'Ambra和Rice（1994）开发的四项标准衡量。样本来自澳大利亚和中国的97名本科二年级大学生，以及115名一年级MBA学生，总共212人。所有的受访者都以母语的形式完成问卷。量表的信度良好，IM、FTF、TEL、EMAIL、SMS分别为0.74,0.67,0.70,0.65和0.71。

量表

请您根据自己的实际感受和体会，用下面11项描述对您的感受进行评价和判断，并在最符合的数字上划○。

评价和判断的标准如下：1 非常不同意  2  不同意  3 比较不同意  4 不太确定  5 比较同意  6同意  7  非常同意

1．If communicators are unclear about something or do not understand it, IM allows them to ask questions and obtain answers  as they arise.
2．IM allows communicators to add meaning to what they want to say by using as many cues (body language, voice, tone, etc) as possible.
3．IM allows communicators to be flexible with the way words are used in order to increase  understanding.
4．If communicators feel very strongly about something (positively or negatively), IM allows them to slow their feelings.
5．If communicators are unclear about something or do not understand it, FTF allows them to ask questions and obtain answers as they arise.
6．FTF allows communicators to add meaning to what they want to say by using as many cues (body language, voice, tone etc) as possible.
7．FTF allows communicators to be flexible with the way words are used in order to increase understanding.
8．If communicators feel very strongly about something (positively or negatively), FIF allows them to show their feelings.
9．IF communicators are unclear about something or do not understand it, TEL allows them to ask questions and obtain answers as they arise.
10．TEL allows communicators to add meaning to what they want to say by using as many cues （body language, voice, tone, etc）as possible.
11．TEL allows communicators to be flexible with the way words are used in order to increase understanding. 
12．If communicators feel very strongly  about something (positively or negatively), TEL allows them to show their feelings.
13．If communicators are unclear about something or do not understand it, EMAIL allows them to ask questions and obtain answers  as they arise.
14．EMAIL allows communicators to add meaning to what they want to say by using as many cues (body language, voice, tone, etc) as possible.
15．EMAIL allows communicators to be flexible with the way words are used in order to increase  understanding.
16．If communicators feel very strongly about something (positively or negatively), EMAIL allows them to slow their feelings.
17．If communicators are unclear about something or do not understand it, SMS allows them to ask questions and obtain answers as they arise.
18．SMS allows communicators to add meaning to what they want to say by using as many cues (body language, voice, tone, etc) as possible.
19．SMS allows communicators to be flexible with the way words are used in order to increase  understanding.
20．If communicators feel very strongly about something (positively or negatively), SMS allows them to slow their feelings.

计分方法

媒介丰富度量表总共包括20道题，包括5组，每组4道题。按照媒介类型分组，分别为IM、FTF、TEL、EMAIL、SMS。可以计算量表所包括题目的总分或平均分。

量表出处

Guo, Z., Tan, F. B., Turner, T., & Xu, H. (2008). An exploratory investigation into instant messaging preferences in two distinct cultures. IEEE Transactions on Professional Communication, 51, 396–415.

参考文献

D'Ambra, J., & Rice, R. E. (1994). Multimethod approaches for the study of computer-mediated communication, equivocality, and media selection. IEEE Transactions on Professional Communication, 37(4), 231-239.

友情提醒

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