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Proposition and Test of an Integrative Model for Media Use
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Author(s): Paula Chimenti (Federal University of Rio de Janeiro, Brazil), Roberto Nogueira (Federal University of Rio de Janeiro, Brazil), Jose Afonso Mazzon (University of São Paulo, Brazil), Marco Rodrigues (Federal University of Rio de Janeiro, Brazil)and Luiz Felipe Hupsel (Federal University of Rio de Janeiro, Brazil)
Copyright: 2017
Pages: 22
Source title:
Handbook of Research on Technology Adoption, Social Policy, and Global Integration
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-2668-1.ch009
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Abstract
Digital technologies are changing media consumption in many markets. This study offers and tests a model to analyze the factors that influence electronic media usage in an emerging market; Brazil. Through a survey, a sample of 1.000 cases was collected, capturing consumers' perceptions about five media (Broadcast TV, Pay-TV, Internet, Mobile Phones, and Game Consoles). Using SEM, the study found that Attitude is influenced by Image, Entertainment and Content, followed by Communication and Habit. Also, Attitude is a strong predictor of Satisfaction, while Attention is explained by Entertainment and Satisfaction. The model explained 80% of Attitude and 90% of Satisfaction.
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