{"title":"Content and Process as Motivational Factors in Digital Out-of-Home Media: The Mediating Role of Interaction in User Experience","authors":"Zwanga Sonia Mposi, Therese Roux, Dion van Zyl","doi":"10.1155/hbe2/8820265","DOIUrl":null,"url":null,"abstract":"<p>Digital out-of-home media continues to attract consumers due to its dynamic and interactive characteristics. Despite the growing interest in the uses and gratifications of contemporary digital media, scholarly inquiry into digital out-of-home media remains limited. This study investigated how digital out-of-home media’s uses and gratifications correlated with user experience and the mediating role of interaction. Employing a quantitative approach, data were collected from 450 shoppers via a structured questionnaire and analysed using Hayes PROCESS macro to test for mediation. Results show that convenient information and entertainment gratification factors significantly influence user experience, with interaction playing a pivotal role. Moreover, interaction statistically mediates the relationship between motivational factors and user experience. However, no statistically significant correlation between process gratifications and affordances was found. These findings highlight the importance of understanding user engagement in digital out-of-home media contexts and offer insights for marketers and researchers in the digital media landscape.</p>","PeriodicalId":36408,"journal":{"name":"Human Behavior and Emerging Technologies","volume":"2025 1","pages":""},"PeriodicalIF":4.3000,"publicationDate":"2025-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1155/hbe2/8820265","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Human Behavior and Emerging Technologies","FirstCategoryId":"1085","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1155/hbe2/8820265","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"PSYCHOLOGY, MULTIDISCIPLINARY","Score":null,"Total":0}
引用次数: 0
Abstract
Digital out-of-home media continues to attract consumers due to its dynamic and interactive characteristics. Despite the growing interest in the uses and gratifications of contemporary digital media, scholarly inquiry into digital out-of-home media remains limited. This study investigated how digital out-of-home media’s uses and gratifications correlated with user experience and the mediating role of interaction. Employing a quantitative approach, data were collected from 450 shoppers via a structured questionnaire and analysed using Hayes PROCESS macro to test for mediation. Results show that convenient information and entertainment gratification factors significantly influence user experience, with interaction playing a pivotal role. Moreover, interaction statistically mediates the relationship between motivational factors and user experience. However, no statistically significant correlation between process gratifications and affordances was found. These findings highlight the importance of understanding user engagement in digital out-of-home media contexts and offer insights for marketers and researchers in the digital media landscape.
期刊介绍:
Human Behavior and Emerging Technologies is an interdisciplinary journal dedicated to publishing high-impact research that enhances understanding of the complex interactions between diverse human behavior and emerging digital technologies.