Toward a theory of smart media usage: The moderating role of smart media market development
Related Experiment Video
Updated: Oct 12, 2025

Loneliness Assuaged: Eye-Tracking an Audience Watching Barrage Videos
Published on: May 29, 2020
Abstract:
Smart media usage is influenced by certain critical factors and can be further affected by the degree of diffusion in the market. However, existing research lacks sufficient understanding of the factors affecting smart media usage and their influential mechanisms. Taking AI-enabled smart TV in China as the research object, this study (1) develops a base model that includes users' three key gratifications (bi-directional communication, personalization, and co-creation); and (2) takes two sub-dimensions of market development (geographic segment and income segment) as moderators. Using data from 407 valid samples of current users, the partial least squares structural equation modeling analysis suggests that these three key smart gratifications can impact continuance intention with the moderating effect of market development. This study thus contributes to the literature by (1) clarifying the smart media gratification opportunities (smart media users' motivations or needs) for using smart media itself; (2) exploring the impact of the degree of market development on the uses and gratifications of the smart media itself; and (3) combining the uses and gratifications theory, and the diffusion of innovations theory, to complement each other in a model that provides a more complete picture of smart media usage.
More Related Videos
06:39Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements
Published on: August 28, 2017
12:55Multimodal Protocol for Assessing Metacognition and Self-Regulation in Adults with Learning Difficulties
Published on: September 27, 2020
Related Concept Videos
Social Foundations of Self IV: Self in Digital Communication
The Sense of Self: Reflected Self-Appraisal and Social Comparison
Impression Management Techniques IV: Altercasting
Routes of Persuasion
Social Exchange Theory
Stereotype Content Model