Why gamers use multitasking and how it works on satisfaction and reuse intention

Multitasking has become a common activity in media usage, but there is a significant research gap regarding its influence on media usage patterns. This is particularly true for the rapidly growing field of video games, where various controversies regarding multitasking persist, yet comprehensive studies remain scarce. This study employs the Uses and Gratifications (U&G) theory to investigate how different motivations for both game-related and unrelated multitasking influence these behaviors, and how such multitasking affects cognitive and emotional satisfaction with the media and behavioral intentions. To achieve this, responses from 598 game users in South Korea were collected and analyzed. The analysis, conducted using PLS-SEM, revealed that the choice of multitasking is linked to specific usage motivations. Consistent with U&G theory, game-related multitasking is a choice made by users to maximize their satisfaction with the game. Additionally, we found that multitasking among game users enhances media satisfaction and increases the intention for continued use rather than hindering media usage. This underscores the importance of context in understanding multitasking behaviors.