Explicating user behavior toward multi-screen adoption and diffusion User experience in the multi-screen media ecology
- Authors
- Shin, Dong-Hee; Biocca, Frank
- Issue Date
- 2017
- Publisher
- EMERALD GROUP PUBLISHING LTD
- Keywords
- Neural network; Cross-platform; Multi-device experience; Multi-screen strategy; One-source multi-use
- Citation
- INTERNET RESEARCH, v.27, no.2, pp 338 - 361
- Pages
- 24
- Journal Title
- INTERNET RESEARCH
- Volume
- 27
- Number
- 2
- Start Page
- 338
- End Page
- 361
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/6207
- DOI
- 10.1108/IntR-12-2015-0334
- ISSN
- 1066-2243
- Abstract
- Purpose-The purpose of this paper is to analyze user behavior toward multi-screen services by employing neural networks to predict overall customer satisfaction and to prioritize the factors that influence customer intentions. Design/methodology/approach-Multi-screen experiences require a new approach incorporating multiple methods. A proposed multi-state analytic approach in which the research model is tested using structural equation modeling was utilized. The results were then used as inputs for a neural network model to predict multi-screen adoption. Findings-The findings indicate that multi-screen quality significantly influences usability, which subsequently affects the adoption of the technology. Practical implications-The policy and managerial implications of multi-screen development are discussed based on the models of acceptance and diffusion. Social implications-The emergence of multi-screen services as well as the simultaneous and sequential engagement of users with multiple devices throughout the day challenges the ability of marketers to develop effective communication strategies. Originality/value-This study provides an in-depth analysis and heuristic data regarding user drivers, market dynamics, and policy implications in the one-source multi-use ecosystem.
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Collections - College of Social Sciences > School of Media & Communication > 1. Journal Articles
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