Letter from Rob Kling-Editor-in-Chief

Abstract

Individuals who have ready access to three new communication media— email, vmail, and fax—may elect to use only one medium, or two or more in combination. Users make choices based on evaluations of the utility of each medium for their communication tasks (a function of the types of work they perform). Individuals may assess technological characteristics to evaluate the technological utility of each medium. However, since communication media require multiple users, individuals also may be expected to assess characteristics of the user community to evaluate the social utility of each medium. Social utility may be influenced by people's perceptions of the existence of a critical mass of media users, and by the social influence of their peers and superiors. This study finds that perceptions of the technological and social utility of email, vmail, and fax are relatively independent of the types of work people perform. Social utility explains media usage somewhat better than technological utility, except in the case of email. Thus, the concept of social utility should be given more attention in future investigations of media choice.