Measuring Motivations for Media Exposure: A Thesis

The present article discusses the problem of separating the motivation conceptempirically from other relevant concepts in research on mass media audiences.For about half a century, audience researchers use questionnaire items with adistinct format as measurements of motivations for media exposure. It isargued that these motivation items grammatically reflect the nature of themotivation concept as a theoretically intermediate variable between behaviourand its social or mental background, thus constituting the most plausibleindicators of the concept. However, it is also argued that these questionnaireitems are double-barrelled and that any measurement of motivations based onthe items can largely be considered an ambiguous mixture of behaviour and itssocial or mental origin. A study is presented that provides empirical support for this position.     

Assessing new cell phone text and video services

The cell phone is a social medium developing into a multimedia digital platform that provides, obtains, and shares personal and social information. Thus, digital divide, social support, and privacy issues familiar to students of the Internet are here applied to understanding why people may be more or less interested in new text and video cell phone services. The first part of this study develops a basic model of demographic, social, and prior technology use influences on interest in three categories of cell phone text and video services derived from uses and gratifications studies of traditional and new media services—surveillance, entertainment, and instrumental. Hypotheses from this model were tested using data from an April 2007 US national random-digit dialing telephone survey. The by-now familiar digital divide demographics had both indirect and direct influences on assessments of these sets of services, although primarily for entertainment services (which were also negatively influenced by concerns about privacy threats). Surveillance services—here, providing location of family, friends and self to each other—were more positively assessed when family and friends lived closer, and with less prior communication technology use. Instrumental services—such as directions when lost and health emergency information—were more positively assessed by those with greater social support and a stronger belief in privacy rights. Thus, while overall only the entertainment services were even moderately explained, there were understandable differences in influences among the three sets of services, with demographic factors predominating.     

A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making?

This research investigates the extent to which Mobile Augmented Reality (MAR) apps can influence user attitudes and shopping behavior. It empirically explores user experience and examines its effects on consumer perceptions of hedonic and utilitarian gratification, informativeness, and ease of use. Findings indicate perceptions of gratification and informativeness significantly associate with MAR app use. When consumers perceived the MAR app as enjoyable, useful, and contributing to the information acquisition, they were inclined toward a more positive affective response. Practically it provides insights into MAR use, which benefits both consumers and MAR app designers, and influences company marketing strategy.     

Information Needs and Search Behaviors: A Comparative Study of Ethnic Groups in the Angeles and San Bernardino National Forests,California

The current ethnic population coupled with higher birth rates and immigration will dramatically affect participation in outdoor recreation. Recreation area managers must be able to decipher current and potential visitors' needs and motivations for visiting. This article examines various aspects of information use and search behaviors among National Forest visitors, notably among various ethnic groups and types of users. Uses and gratifications (U&G) theory was used as the basis for identification of relevant uses of Forest Service Information. Consistent with previous studies, Whites generally reported using all available information sources to a greater extent than Hispanics or Other Minority Groups. Hispanics were least likely to approach rangers or employees for information, and Other Minority Groups were least likely to pay attention to bulletin boards. Flyers and brochures were among the most frequently used information sources for all ethnic groups. Whites were more likely to seek out information for orientation and educational purposes, while Hispanics attributed more importance to instrumental uses, like seeking information about parking facilities, permits and operating hours. An attempt was made to adapt communication theories to the field of outdoor recreation. Future research should expand upon the U&G theory due to its importance and applicability in the field of outdoor recreation.     

Messaging specifications, properties and gratifications as institutions: How messaging institutions shaped wireless service diffusion in Norway and Japan

We address the following question: why have a large number of mobile services been successful in Japan but received only lukewarm response in Norway despite Norway’s lead in the late 1990s in wireless messaging? Current explanations are not sufficient in explaining this dilemma. We approach mobile service diffusion through the lens of new institutionalism by analyzing how messaging institutions emerged both on supply and demand sides that enabled and constrained mobile service innovation. A tripartite framework of institutional fields consisting of architectural service specifications, service properties, and use gratifications is formulated. Using secondary data we show that mobile service specifications in Japan integrated better interpersonal communication and data services and thereby allowed instrumental and aesthetic properties to align with expressive properties of messaging. In Norway disjoint service specifications caused service properties and gratifications to remain disconnected, which inhibited data service adoption and channeled data service adoption towards simple SMS based messaging solutions. Differences in service specifications and prospective gratifications not only account for differences in overall service diffusion, but offer valuable insights into institutional forces that shape complex mobile service innovation.