The effect of multimedia on perceived equivocality and perceived usefulness of information systems

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

204 Scopus Citations
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Original languageEnglish
Pages (from-to)449-466
Journal / PublicationMIS Quarterly: Management Information Systems
Issue number3
Publication statusPublished - 2000


With the advent of multimedia and intranet technologies, managers and information systems designers face a new challenge: how to capture and present information using a variety of representation formats (text, graphics, audio, video, and animations) so that members of an organization can make better sense out of the information available. In this study, we develop a task-representation fit model to generate several predictions about the potential of multimedia to alleviate the limitations of text-based information in the context of individual decision makers utilizing organizational data and test them in a laboratory experiment. Results support the task-representation fit relationships predicted. For analyzable tasks, text-based representation and multimedia representation are equally effective in reducing perceived equivocality levels. For less-analyzable tasks, only multimedia representation was instrumental in reducing perceived equivocality levels.

Research Area(s)

  • Information presentation, Multimedia, Perceived equivocality, Task analyzability, Taskmedia fit