Testing the Theory of Electronic Propinquity: Organizational Teleconferencing

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Abstract
The present article reports an experiment conducted in order to test the recently formulated “Theory of Electronic Propinquity.” In the original study, the author proposed a structural-functional approach to mediated communication in which perceived propinquity was considered to be the essential system trait for the continuation of the human communication system in organizations. Psychological propinquity was considered to affect the degree to which members of an organization experience communication satisfaction. A 3 times 2 experiment was conducted where the treatments were three business conference situations (face-to-face, video. and audio only) with two different levels of complexity of information in a problem-solving task. The results of the equation for perceived propinquity indicated that only perceived feedback was a significant contributor. The results of the equation for communication satisfaction indicated that perceived feedback, perceived level of communication rules, and psychological propinquity were significant contributors. The major finding of the study, was the importance of perceived feedback in accounting for variance in communication satisfaction. Psychological propinquity, however, was found to mediate the impact of perceived feedback on the communication satisfaction of the participants. Finally, the shortcomings of the experiment were discussed as well as the implications of the study for future research and theory-building efforts.

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