USES AND GRATIFICATIONS THEORY AND DIGITAL MEDIA USE: THE TEST OF EMOTIONAL FACTORS
DOI:
https://doi.org/10.20319/pijss.2020.61.599608Keywords:
Uses and Gratifications Theory, Digital Media, Entertainment MotivationAbstract
We study online digital media use by adoption uses and gratifications theory and technology acceptance model. With an online survey, we collected data from 73 college students who enrolled in an IT course and analyze the data by using stepwise multiple regressions and semi-structured analysis. Through principal component analysis and multiple regression analysis we identify major motivations of online newspaper use. The purpose of the analysis is to understand whether affective constructs--entertainment, perceived enjoyment, and perceived playfulness--are different. The results suggest that entertainment is the most important use motivation of digital media use. Interestingly, information motivation is not the most salient motivation, assumed to be the major reason for media use. From the results we can see that the motivation of digital media is different from traditional media. Along with the theorization of the technology acceptance model, we also identify that perceived enjoyment and entertainment motivation are different constructs. The structured relationship of motivations and use intention is also tested.
References
Hoffman, D.L. & Novak. T. P. 1996. Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50-68. https://doi.org/10.1177/002224299606000304
Ifinedo, P. (2016).Applying uses and gratifications theory and social influence processes to understand students’ pervasive adoption of social networking sites: Perspectives from the Americas. International Journal of Information Management, 36,192-206. https://doi.org/10.1016/j.ijinfomgt.2015.11.007
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509-523. https://doi.org/10.1086/268109
Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Utilization of Mass Communication by the Individual. In J. G. Blumler, & E. Katz (Eds.), The Uses of Mass Communications: Current Perspectives on Gratifications Research (pp. 19-31). Beverly Hills: Sage Publications.
McQuail, D. 1994. Mass Communication Theory: An Introduction. 3rd ed. Sage, Beverly Hills, CA.
Moon, J.W. & Kim, Y. G. 2001. Extending the TAM for a World-Wide-Web context. Information & Management, 38(4), 217-230. https://doi.org/10.1016/S0378-7206(00)00061-6
Ng, Y. L., & Zhao, X. (2018). The Human Alarm System for Sensational News, Online News Headlines, and Associated Generic Digital Footprints: A Uses and Gratifications Aprpoach. Communication Research, 0093650218793739. https://doi.org/10.1177/0093650218793739
Oliveira, M. J., Huertas, M. K. Z., & Lin, Z. (2016).Factors driving young users' engagement with Facebook: Evidence from Brazil. Computers in Human Behavior, 54, 54-61. https://doi.org/10.1016/j.chb.2015.07.038
Osatuyi, B., & Qin, H. (2018). How vital is the role of affect on post-adoption behaviors? An examination of social commerce users. International Journal of Information Management, 40, 175-185. https://doi.org/10.1016/j.ijinfomgt.2018.02.005
Palmgreen, P., Wenner, L. A., & Rosengren, K. E. (1985). Uses and Gratification Research: The Past Ten Years. In K. E. Rosengren, L. A. Wenner & P. Palmgreen (Eds.), Media Gratifications Research. Beverly Hills: CA: Sage.
Pew research center, 2019. Newspapers Fact Sheet. https://www.journalism.org/fact-sheet/newspapers/
Van der Heijden, H. 2004. User acceptance of hedonic information systems. MIS Quarterly, 28(4), 695-704. https://doi.org/10.2307/25148660
Venkatesh, V. 1999. Creation of favorable user perceptions: Exploring the role of intrinsic motivation. MIS Quarterly, 23(2), 239-260. https://doi.org/10.2307/249753
Venkatesh, V. 2000. Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4), 342-365. https://doi.org/10.1287/isre.11.4.342.11872
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Margaret Meiling Luo
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
