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    题名: Why Do Young People Multitask With Multiple Media? Explicating the Relationships Among Sensation Seeking, Needs,and Media Multitasking Behavior
    作者: Chang, Yuhmiin
    張郁敏
    贡献者: 廣告系
    日期: 2017
    上传时间: 2016-12-15 17:30:38 (UTC+8)
    摘要: This study investigates the reason that young people multitask with multiple media. This study extends uses and gratification (U&G) theory by adding arousal theory to explain the mediated relationships among sensation seeking, needs for media use, and media multitasking behavior, thus, synthesizing previous studies that have supported the direct effect models. This project is based on an online survey of 938 valid respondents from four universities in different areas of Taiwan. The data supported the proposed mediation model and results show that high convenience, high social, and low efficiency needs for media use perfectly mediate the effect of sensation seeking on media multitasking frequency.
    關聯: Media Psychology, Volume 20, Issue 4 , Pages 685-703
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1080/15213269.2016.1247717
    DOI: 10.1080/15213269.2016.1247717
    显示于类别:[廣告學系] 期刊論文

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