Smart Media Audience-type User’s Media Service Acceptance: an Empirical Research

Abstract

In the current era of smart media, based on active audience theory, this study proposes the concept of the smart media audience-type user, to explain the behavioral characteristics of consumers in smart media content services. Compared with the traditional mass media audience, the smart media audience-type users are actively engaged in the smart media content service process and have three new belief characteristics: two-way communication; personalization; cocreation. This study thus proposes a research model based on the technology acceptance model, and takes the smart media audience-type users’ belief characteristics as the antecedents in the extended model. The structural equation modeling results suggest that the model is largely verified. The findings of the research make significant theoretical contributions. In the smart media era, based on active audience theory, the concept of smart media audience-type user was theoretically formed to facilitate a better understanding of their belief characteristics and media service acceptance. This study also has important managerial implications. It should help practitioners better satisfy smart media audience-type users’ needs and thus maintain their continuance intentions toward smart service. Keywords—active audience; smart media audience-type user; belief characteristics; extended TAM