TECHNOLOGY, GROUP-PROCESS, AND GROUP OUTCOMES - TESTING THE CONNECTIONS IN COMPUTER-MEDIATED AND FACE-TO-FACE GROUPS

This article examines the effect of communication media on group proce sses and the consequent effect of processes on group cohesiveness, sat isfaction, and productivity using mediated regression analysis. Data a re based on Straus and McGrath (1994), in which 72 three-person groups worked on idea generation, intellective, and judgment tasks in either computer-mediated (CM) or face-to-face (FTF) discussions. Straus and McGrath found that in comparison to FTF groups, CM groups were less pr oductive across tasks and expressed lower satisfaction in the judgment task. This article adds to findings about group outcomes by showing t hat CM groups expressed lower cohesiveness than did FTF groups. Analys is of communication processes shows that CM groups had higher proporti ons of task communication and disagreement and greater equality of par ticipation. In contrast to prior reports that people using electronic communication are depersonalized, CM groups did not engage in more att acking behavior and they exchanged higher rates of supportive communic ation than did FTF groups. Mediated regression analysis reveals that t he group process accounted for the effect of communication mode on coh esiveness and satisfaction but not on productivity. Results suggest th at media effects on outcomes, as well as on processes such as task foc us and equality of participation, are due to the rates by which CM and FTF groups operate and not necessarily because of any inherently depe rsonalizing feature of electronic communication.