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- W2923282605 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." @default.
- W2923282605 created "2019-04-01" @default.
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- W2923282605 date "2017-01-01" @default.
- W2923282605 modified "2023-09-27" @default.
- W2923282605 title "Proposition and Test of an Integrative Model for Media Use" @default.
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- W2923282605 doi "https://doi.org/10.4018/978-1-5225-2668-1.ch009" @default.
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