ScholarWorks@숙명여자대학교

초록

The study has emphasized an importance on internal public of university, in other words how significant undergraduates’ internal communication is through competitive university PR activities; and the study suggested new methods in which it establishes strategies of the internal university communications in efficient ways that was followed by communication effects according to an arrival of new media. The study has provided four survey forms which contain in the media richness and interactions’ highness and lowness that are combined to students. These results demonstrate when the media richness is low, these three factors were measured as high numbers because of interaction effects what this experiment showed us that it supported these three factors would rise by increasing in the media richness in the case of low numbers in the media richness. Also as the media richness is high it does not mean interactions would represent highly in every case, to a certain extent in the situation of low numbers, interactions are seemed to be had more impact and this was confirmed by the result of experiment. In conclusion, we have discussed about efficient internal university communications’ strategies and an idea that we can utilize under the condition of evolved media environments based on the results.

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