4.1. Variables
4.1.1. Perceived media richness
Zmud et al. developed six major factors of computer-mediated
communication that were referenced (Zmud, Lind, & Young,
1990). Among the six factors, four primary factors that fit AR
were selected: (a) timely feedback; (b) multiple cues; (c) language
variety; and (d) personal focus. The questionnaire items regarding
perceived media richness included: