Findings

Results of the ANOVA partially support the idea that conventional media have more ability as a medium to allow a broad range of communication stimuli and responses. The results were not consistent with Daft and Lengel's (1986) theory that conventional media are perceived by end-users as the "warmest" media, permitting the exchange of a wide range of socio-emotional communication. However, if we carefully look at the measurements in reliability and empathy, more open-ended communication makes end-users feel personal interest, politeness and attention, and get an immediate problem solving response with an expression of sincerity rather than impersonal ambiguity (Chapanis, Parrish, Ochsman & Weeks, 1972, 1976), even though empathy is not statistically significant.

As shown in Table 5, electronic media partially provides end-users with the ability to increase assurance and tangibles. In hypothesis Hc and Hd, we proposed that electronic media have higher assurance and tangibles than conventional media. The results of the ANOVA and rank proved that e-mail and Internet FAQ rate higher in tangibles (with statistical significance), even though assurance is not significant. These results indicate electronic media make end-users focus their idea or problem so that end-users can obtain transaction safety, confidence of problem solving and knowledgeable information with evidence of communication. In the case of tangibles, the Internet and e-mail can provide end-users with strong visual performance using figures, tables and prototyping products. Finally, the results indicate that the hybrid group receives prompt service with statistical significance.

Table 5: Results of Hypotheses

Hypotheses	Condition (mean/ranks)			Hypotheses Supported or Not?	Statistically Supported or Not?
Hypo. a (Reliability)	HG (13.25)	EG (10.94)	CG (11.76)	Yes	Yes
Rank	1	3	2
Hypo. b (Empathy)	HG (11.27)	EG (10.49)	CG (10.46)	No	No
Rank	1	2	3
Hypo. c (Assurance)	HG (11.14)	EG (11.57)	CG (11.06)	Yes	No
Rank	1	2	3
Hypo. d (Tangibles)	HG (11.37)	EG (11.02)	CG (9.50)	Yes	Yes
Rank	1	2	3
Hypo. e (Responsive.)	HG (12.59)	EG (11.12)	CG (10.68)	Yes	Yes
Rank	1	2	3

In sum, we found an interesting aspect in reliability and responsiveness that the hybrid group, who use various types of communication media, has the highest level of satisfaction. The results of this study imply that organizations should be encouraged to design their help desk with more care and attention.