Previous empirical findings from the computer-mediated communication research literature are consistent with media richness theory because they suggest that the use of electronic communication media is likely to have a negative impact on the success and outcome quality of process improvement groups. These findings lead to the expectation that electronic communication media will not be as appropriate as the face-to face medium to support the type of complex and knowledge-rich communication that takes place in process improvement groups. The paper analyzes 12 process improvement groups interacting through an electronic communication medium and finds this expectation unfounded. In fact, the use of an electronic communication medium can actually have the opposite effect, that is, a "positive" effect, on process improvement group success and outcome quality. Two other theoretical models, namely the compensatory adaptation and social influence models, are used to explain these counter intuitive findings.
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