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Electronic media use: Towards an integrative model

Tipo
Artigos

Ano
12/03/2014

Linha de Pesquisa
Formação, Crescimento e Transformação de Sistemas de Negócio, Organizacionais e Sócio-Econômicos

Autor(es)
Paula Chimenti, Roberto Nogueira, Jose Afonso Mazzon, Marco Rodrigues, Luiz Felipe Hupsel

Orientador

https://www.igi-global.com/article/electronic-media-use/111239


Journal of Global Information Management (JGIM), v. 22, n. 1. Abstract: The objective of the study is to propose and test a model to understand the factors that impact the use of electronic media in Brazil. A survey was conducted, capturing perceptions about five electronic media – Broadcast TV, Pay-TV, Internet, Mobile Phones and Game Consoles. A sample of 1000 cases was collected by personal interviews in six cities and analyzed using SEM. Attitude is influenced by Image, Entertainment and Content, followed by Communication and Habit. The model explained 80% of Attitude and 90% of Satisfaction. Attitude is a strong predictor of Satisfaction. Attention is explained by Entertainment and Satisfaction.

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