A Study of Media Richness' Effects on Knowledge Transfer among Creative Project Team Members

摘要

This paper interprets knowledge transfer media with Media Transfer Theory, analyzing the effects of media richness on knowledge transfer among creative project team members. These conclusions can be drown: Media richness has significant impact on knowledge transfer performance while has no moderating effects on the negative impact of knowledge tacitness, complexity and specificity on knowledge transfer performance. Creative project teams should choose high richness media to transfer knowledge, adapt various measures to increase members' active of accepting new knowledge and create comfortable working atmosphere so as to improve the knowledge transfer performance.