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No studies in the extant literature have explored the role of media richness, i.e., the ability of media to enhance understanding among communication partners in a timely manner, in determining customer loyalty to mobile instant messaging (MIM). Grounded in media richness theory, the purpose of this paper is to examine how media richness influences customer perceived values, consequently contributing to customer loyalty to MIM.

Collecting data by an online survey, the authors apply partial least square procedures for hypothesis testing.

The authors obtain the following findings: multiple cues are positively related to functional value; immediate feedback is positively related to social value; personal focus is positively related to self-expressive value; language variety is positively related to all the above values that lead to user loyalty; and language variety has the strongest effect on user loyalty to MIM.

A first attempt to examine the impact of media richness on user loyalty to MIM, this study provides insights for MIM service providers to make decisions to build loyal user bases.

Mobile instant messaging (MIM) apps could provide rich and instant information in employees’ communication. However, how media richness impacts MIM user loyalty is unknown. The purpose of this paper is to adopt media richness and social presence theories as theoretical foundations to address this insufficiency.

Collecting 247 responses from an online survey, the authors use structural equation modelling for data analysis and hypothesis testing.

The authors found that immediate feedback and personal focus are the main aspects of media richness that are positively related to social presence, relatedness need satisfaction and user loyalty to MIM.

This is the first study using two pertinent theories to explain how aspects of media richness affect user loyalty to MIM. The present findings suggest that firms developing MIM apps focus on immediate feedback and personal focus as effective means to encourage user loyalty.

The purpose of this paper is to identify the differences in the perceived media richness of three marketing channels by different consumer generations as well as to indicate the importance of the perceived media richness of each of channel for the intention of online use at pre-purchase stage.

The study is based on a sample of 1,103 consumers in Poland, which research sample included three generations: Baby Boomers, X generation and Y generation. Computer-assisted personal interview method was used with a standardised questionnaire; the research sample was determined using a quota-random method, with the quotas referring to age and gender and the nature of the place of residence (provincial town, town/city other than a provincial one, or a village) – the structure of the sample was maintained at the regional level.

Analysed channels (online, offline, phone) have different perceived media richness. Consumers from different generations can perceive media richness of the same marketing channels in various ways. Perceived media richness of the analysed marketing channels has an impact on the intention to use the channel online.

First, the fact of blurring differences between consumers generation, particularly X and Y generation. As well the fact that each generation has identified an internal diversity. Second limitation refers to the type of marketing channels included in research. Finally, limitation also applies to spatial extent of the study. The above limitations can also be some directions of future research – taking into account some other marketing channels and verifying the conclusions on other consumer groups.

General recommendation refers to the need for treating customers in each marketing channel in the same way – immediate response is one of the aspects of this recommended unified customer service in multichannel environment. Online channel communications with customers should be supported by giving consumers more personalised communication via phone, chat and social media. For older consumers, it is recommended to gradually redirect them to an online channel. Information search is a good start for online customer journey, because this channel at the pre-purchase stage is the most useful and least risky for the consumer unfamiliar with online environment.

Better understanding of the needs of different customers generations and their perception of different marketing channel at the pre-purchase stage.

Identification of intergenerational differences in the perception of media richness of online, phone and offline channels.

Internet2 research will lead to new technologies that will launch the Internet into another wave of unprecedented growth with enhanced interactivity and greater amounts of information delivered via richer communication. As a result, Web‐based retailers must begin to rethink the design of their sites, the amount of information to provide, and the degree of media richness to deliver. Based on a large sample of managers, this study examines media richness theory in the context of simple and complex products. The findings suggest that, overall, Internet users have more positive attitudes and higher levels of satisfaction with regard to rich sites than to lean sites, although the results for simple product sites were inconclusive. The study discusses the impact of the results for both simple and complex products and details the development of a new experimental instrument to measure user attitudes and satisfaction.

Rich, interactive media are becoming extremely common in internet recruitment systems. The paper investigates the role of media richness in applicants’ ability to learn information relevant to making an application decision. The authors examine these relationships in the context of two competing theories, namely media richness theory and cognitive load theory, which predict opposite relationships with information acquisition. The paper aims to discuss these issues.

Participants (n=471) either viewed a traditional web site or visited an interactive virtual world that contained information about an organization's culture, benefits, location, and job openings. Culture information was manipulated to either portray a highly teams-oriented culture or a highly individual-oriented culture.

Participants who viewed the low-richness site recalled more factual information about the organization; this effect was mediated by subjective mental workload. Richness was not related to differences in culture-related information acquisition.

These findings suggest that richer media (such as interactive virtual environments) may not be as effective as less rich media in conveying information. Specifically, the interactive elements may detract focus away from the information an organization wishes to portray. This may lead to wasted time on the part of applicants and organizations in the form of under- or over-qualified applications or a failure to follow instructions.

This study is among the first to use a cognitive load theory framework to suggest that richer media may not always achieve their desired effect.

Against the background of industrialisation and modernisation of agriculture, food production issues and environmental hazards have become more and more obvious and consumers are increasingly concerned about food safety and health, which is strengthening demand for organic food. E-commerce provides a new channel for sales. Research on consumer trust in online organic food sales is the basis of network marketing. The paper aims to discuss these issues.

A laboratory experiment was used to empirically test the effects of media richness on consumers’ trust and the moderating effect of online review length. A 2×2 factorial design (i.e. two types of online product presentation formats (between-subject)×two levels of online review lengths (between-subject)) was used.

Media richness has a significant positive effect on consumers’ trust and that this effect is moderated by online review length. Meanwhile, perceived risk conveys the interaction effect of the media richness of online product presentation and online review length to trust.

E-commerce websites should aim to promote organic food by using a variety of online product presentation formats and by presenting high quality online reviews in order to reduce consumers’ perceived risk and improve their degree of trust when buying online.

This paper provides a new insight into consumers’ attitude of buying organic food online. The results of the research could provide proposals for promoting organic food sales online.

Online gamers form communities and offer game makers various revenue sources. Gamers' continual revenue contributions should depend on their commitment to gaming communities (CGC), where they rely heavily on communication media that carry rich information or provide enhanced media richness. However, no study has yet examined how to use the four elements of media richness to fuel gamers' CGC, revealing a research gap. Seeking to fill this gap, this study constructs a research framework and formulates hypotheses based on media richness theory (MRT).

This study obtained responses from 1,971 online gamers and applied structural equation modeling to test the hypotheses.

This study finds that the four media richness elements have selective impacts on network convergence and interdependence that result in CGC. Moreover, compared with interdependence, network convergence has a stronger impact on CGC.

The findings offer online game makers insights that will enable them to design the communication functions in games to support the formation of strongly connected gamer communities. Moreover, the findings advance MRT by showing its ability to explain the formation of online gaming communities.

The purpose of this paper is to examine the extent to which presence, media richness, and narrative experiences yield the highest experiential value in augmented-reality interactive technology (ARIT).

A survey is performed to collect data. Valid questionnaires of 344 ARIT users are identified. The hypothesized associations are analyzed using structure equation modeling.

Empirical results indicate that narrative experience induces a higher experiential value than other simulative experiences, including presence and media richness.

Results of this study provide a valuable reference for managers attempting to design an ARIT process in order to optimize the experiential value in various online simulation environments.

This study adopts an integrated framework that incorporates narrative theory, media richness theory, and presence in the online ARIT. Exactly how narrative experience, media richness, and presence affect the formation of experiential value in the ARIT process is explored as well.

Due to the rapid pace of development and innovation in information technology, the dedicated electronic book (e‐book) reader has become a new trend in reading. However, at present there is only a limited understanding of what factors drive user attitudes/willingness to use this new device for reading. Hence, this paper aims to explore what factors drive users to use dedicated e‐book readers for reading.

The study proposes a causal model that explores how convenience, compatibility, and media richness affect users' attitudes towards the dedicated e‐book readers for reading.

The results of this study suggest that convenience, compatibility, and media richness all significantly contribute to dedicated e‐book reader acceptance.

The study extends previous theories: the Technology Acceptance Model, Innovation Diffusion Theory, media richness theory and convenience. This helps one to better understand what factors affect usage of the dedicated e‐book readers, an important topic for current and future research.

The findings outline and describe how the dominant factors affect users' attitudes towards adoption of the dedicated e‐book readers for reading. By considering factors such as ease‐of‐use, usefulness, convenience, compatibility, media richness, etc., in the stage of product development, practitioners can provide dedicated e‐book readers that customers will readily accept.

These findings will enable development of a more robust understanding of attitudes toward dedicated e‐book readers and will be helpful to developers researching e‐book hardware and software as well as to researchers interested in testing related theories.

The purpose of this paper is to determine whether the presentation medium of corporate social and environmental web site disclosure has an impact on user trust in such disclosure, and to examine the effect of media richness on user perception about corporate social and environmental responsibility.

The paper's methodology is a three‐by‐two between‐subjects design experiment, manipulating presentation medium and industry type. Participants viewed social and environmental web site disclosures and completed and communicated their perceptions of trust and the experimental companies' corporate social responsibility.

The presentation medium richness of social and environmental web site disclosures is positively associated with: trusting intentions, but not trusting beliefs, of web site users; and user perception of corporate social and environmental responsibility.

As with all controlled experiments, the research design focused on internal validity to maintain control over the task design, manipulation, and measurement of variables. While this required trade‐offs with external validity, the task was designed based on real‐world scenarios to maintain high levels of external validity within the experimental setting.

The paper provides evidence that corporations could use enhanced web‐based technology to potentially mislead users regarding their performance in the social domain.

The paper extends the visual disclosure literature by examining the richness of the image/visual media, and investigates whether user perceptions are impacted by the variations in its richness.