Toward a theory of smart media usage: The moderating role of smart media market development

Smart media usage is influenced by certain critical factors and can be further affected by the degree of diffusion in the market. However, existing research lacks sufficient understanding of the factors affecting smart media usage and their influential mechanisms. Taking AI-enabled smart TV in China...

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Autores principales:	Biao Gao, Lin Huang
Formato:	article
Lenguaje:	EN
Publicado:	AIMS Press 2021
Materias:	smart media uses and gratifications smart gratifications diffusion of innovations market development Biotechnology TP248.13-248.65 Mathematics QA1-939
Acceso en línea:	https://doaj.org/article/a8cca2a0d7724c57a57b5b87f1888980
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spelling	oai:doaj.org-article:a8cca2a0d7724c57a57b5b87f18889802021-11-23T01:47:26ZToward a theory of smart media usage: The moderating role of smart media market development10.3934/mbe.20213571551-0018https://doaj.org/article/a8cca2a0d7724c57a57b5b87f18889802021-08-01T00:00:00Zhttps://www.aimspress.com/article/doi/10.3934/mbe.2021357?viewType=HTMLhttps://doaj.org/toc/1551-0018Smart media usage is influenced by certain critical factors and can be further affected by the degree of diffusion in the market. However, existing research lacks sufficient understanding of the factors affecting smart media usage and their influential mechanisms. Taking AI-enabled smart TV in China as the research object, this study (1) develops a base model that includes users' three key gratifications (bi-directional communication, personalization, and co-creation); and (2) takes two sub-dimensions of market development (geographic segment and income segment) as moderators. Using data from 407 valid samples of current users, the partial least squares structural equation modeling analysis suggests that these three key smart gratifications can impact continuance intention with the moderating effect of market development. This study thus contributes to the literature by (1) clarifying the smart media gratification opportunities (smart media users' motivations or needs) for using smart media itself; (2) exploring the impact of the degree of market development on the uses and gratifications of the smart media itself; and (3) combining the uses and gratifications theory, and the diffusion of innovations theory, to complement each other in a model that provides a more complete picture of smart media usage.Biao GaoLin HuangAIMS Pressarticlesmart mediauses and gratificationssmart gratificationsdiffusion of innovationsmarket developmentBiotechnologyTP248.13-248.65MathematicsQA1-939ENMathematical Biosciences and Engineering, Vol 18, Iss 6, Pp 7218-7238 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	smart media uses and gratifications smart gratifications diffusion of innovations market development Biotechnology TP248.13-248.65 Mathematics QA1-939
spellingShingle	smart media uses and gratifications smart gratifications diffusion of innovations market development Biotechnology TP248.13-248.65 Mathematics QA1-939 Biao Gao Lin Huang Toward a theory of smart media usage: The moderating role of smart media market development
description	Smart media usage is influenced by certain critical factors and can be further affected by the degree of diffusion in the market. However, existing research lacks sufficient understanding of the factors affecting smart media usage and their influential mechanisms. Taking AI-enabled smart TV in China as the research object, this study (1) develops a base model that includes users' three key gratifications (bi-directional communication, personalization, and co-creation); and (2) takes two sub-dimensions of market development (geographic segment and income segment) as moderators. Using data from 407 valid samples of current users, the partial least squares structural equation modeling analysis suggests that these three key smart gratifications can impact continuance intention with the moderating effect of market development. This study thus contributes to the literature by (1) clarifying the smart media gratification opportunities (smart media users' motivations or needs) for using smart media itself; (2) exploring the impact of the degree of market development on the uses and gratifications of the smart media itself; and (3) combining the uses and gratifications theory, and the diffusion of innovations theory, to complement each other in a model that provides a more complete picture of smart media usage.
format	article
author	Biao Gao Lin Huang
author_facet	Biao Gao Lin Huang
author_sort	Biao Gao
title	Toward a theory of smart media usage: The moderating role of smart media market development
title_short	Toward a theory of smart media usage: The moderating role of smart media market development
title_full	Toward a theory of smart media usage: The moderating role of smart media market development
title_fullStr	Toward a theory of smart media usage: The moderating role of smart media market development
title_full_unstemmed	Toward a theory of smart media usage: The moderating role of smart media market development
title_sort	toward a theory of smart media usage: the moderating role of smart media market development
publisher	AIMS Press
publishDate	2021
url	https://doaj.org/article/a8cca2a0d7724c57a57b5b87f1888980
work_keys_str_mv	AT biaogao towardatheoryofsmartmediausagethemoderatingroleofsmartmediamarketdevelopment AT linhuang towardatheoryofsmartmediausagethemoderatingroleofsmartmediamarketdevelopment
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Toward a theory of smart media usage: The moderating role of smart media market development

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