Email: 1965

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A Model for Analyzing Internet-Based Information
Delivery Channels for the Enterprise
COMPUTER-MEDIATED COMMUNICATION COMPETENCY MODEL
Spitzberg, 2001

• COMPETENCE
• Motivation
• Knowledge
• Skills
• - Interaction Mgmt
• - Expressiveness
• - Altercentrism
• - Composure
• - Efficacy
• - General Usage

• OUTCOMES
• Efficiency
• Productivity
• Co-orientation
• Appropriateness
• Effectiveness
• Satisfaction

MEDIA (CHANNEL) FACTORS
CONTEXTUAL FACTORS
MESSAGE FACTORS

• Complexity Degree of abstraction
• Equivocality Degree of ambiguity
• Quantity Degree of message duplication
• Density Length of the message

• Richness Ability to reproduce the message as
  intended
• Interactivity Ability to permit real-time
  interaction
• Velocity Speed between message composition and
  consumption
• Immediacy Ability to convey a sense of social
  presence
• Accessibility Availability of the medium to
  interactants
• Plasticity Extent to which the medium permits
  manipulation

• Status Ratio Difference in roles and status of
  interactants
• Relational Context Level of intimacy between
  interactants
• Time Duress Influence of temporal pressure
• Distance Influence of geographic proximity
• Media Access General availability of the
  medium chosen
• Task Ambiguity Relative clarity/specificity of
  the task at hand

BACKGROUND The rate of introduction (and
adoption) of new technologies by business users
is growing shorter, leading to a proliferation
of choices in how we communicate. We need a more
methodical, user-centric way to analyze how and
why we choose certain communication
technologies. Communication theory, specifically
the field of computer-mediated communication
(CMC), provides a dearth of theoretical models
and empirical research on how we communicate
using technology. One such tool, Brian Spitzers
CMC Competency Model, combines interpersonal
models of communication with theories of media
selection. THESIS Breaking down our technology
decisions according to user competence and its
influencing factors leads to better communication
and more predictable outcomes.
CONCLUSIONS Spitzers model is state-based
(i.e., context dependent). Therefore, attempting
to analyze factors in isolation is
problematic. Furthermore, the model doesnt
provide a way to study how these technologies
might be combined for use in everyday situations,
and how such combinations affect overall CMC
competency (e.g., using IM while talking on the
phone). Future research should explore more
complex end-to-end scenariosand combinations of
channelsto see how these independent factors
interrelate. The research would strive to either
extend or invalidate the model.
Relational Context
Complexity
Task Ambiguity
Equivocality
Interactivity
Accessibility
Immediacy
Media Access
Status Ratio
Time Duress
Quantity
Richness
Plasticity
Density
Velocity
Distance
Examples
Examples
Examples
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KEY
All factors are rated High (H), Medium (M), or
Low (L), referring to the degree of influence the
factor has on the context, message, or medium
being analyzed.
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Instant Messaging 1973 An application that
allows instant text communication between two
people through a network.
Web Conferencing 1975 An application that allows
two or more people to communicate in real time,
usually through chat, video, shared workspaces,
or a combination of these.
SMS/Text Messaging 1992 Permits the sending of
short messages between mobile phones or devices.
Wiki 1995 A website (or other hypertext document
collection) that allows any user to add and edit
content.
Email 1965 A method of composing, sending, and
receiving messages over electronic communication
systems
Telephone 1849 A device that transmits speech by
means of electric signals.
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Cell Phone 1947 A device that behaves as a
normal telephone while being able to move over a
wide area.
Discussion Forum 1969 An application that
invites users to start topics and discuss issues
with one another includes newsgroups and
bulletin boards.
Mailing List 1975 A special usage of email that
allows users to subscribe to regularly broadcast
messages of the list owner or other subscribers.
Voicemail 1979 Mimics the functions of an
answering machine, but uses a centralized system
rather than equipment at the individual
telephone.
Chat 1988 An application that allows instant
text communication between two or more people
through a network.
Blog 1997 A web application through which
authors post regular commentary on topics of
their choice.