Gratification Models of Satisfaction and Choice of Communication Channels in Organizations

Abstract

Uses and gratifications models derived from the mass media literature were applied to the study of media satisfaction and choice in organizations. Telephone interviews were administered to key informants in 241 organizations, which varied in size, type of business, environmental instability, and length of time the most frequently used communication technology had been in place. Of the models tested, cross-channel discrepancies in gratifications obtained from media alternatives predicted choice of each channel and satisfaction with a communication technology but not satisfaction with face-to-face or written memos. Measurement of gratifications sought at a general level of organizational communication content seeking yielded inconclusive results for models incorporating gratifications sought. Further research is needed with channel-specific gratifications sought and the expectancy-value models not tested here.