预测大型活动内容的移动使用:主动选择、习惯和结构的作用

IF 0.7 4区管理学 Q3 COMMUNICATION

International Journal of Mobile Communications Pub Date : 2019-03-05 DOI:10.1504/IJMC.2019.10011873

T. Tang, R. Cooper

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引用次数: 0

摘要

移动技术极大地改变了人们消费媒体内容的方式，尤其是在重大活动期间。该研究考察了“首届移动奥运会”观众的移动体验，发现动机、偏好、感知有用性、媒体技术获取和媒体使用常规显著预测了大型活动内容的移动使用情况。此外，调查结果表明，与非用户相比，移动奥运用户对体育和奥运会的参与度更高，享受的奥运项目范围更广，更习惯于使用在线和移动资源查看媒体内容。电视仍然是观看大型赛事的主要平台，然而，在伦敦奥运会期间，移动消费急剧增加，这表明人们需要更个性化的、多方面的、移动性和即时性的节目。

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Predicting Mobile Uses for Big-Event Content: The Role of Active Choice, Habit and Structure

Mobile technologies have substantially changed how people consume media content, in particular during big events. This study examined audience's mobile experience with the 'first mobile Olympics' and found that motivations, preference, perceived usefulness, access to media technologies, and media use routine significantly predicted mobile use for big-event content. Additionally, findings suggest that compared to nonusers, mobile Olympics users were more intensely engaged and involved in sports and the Olympics overall, enjoyed a broader range of Olympics sports, and were more accustomed to using online and mobile sources to view media content. Television was still the dominant platform for big-event viewing, however, mobile consumption increased dramatically during the London Olympics, and indicated a need for more personalised, multifaceted programming with mobility and immediacy.

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来源期刊

International Journal of Mobile Communications COMMUNICATION-

自引率

12.50%

发文量

期刊介绍： The world of mobile communications is not a trend, but a phenomenon. IJMC, a fully refereed journal, publishes articles that present current practice and theory of mobile communications, mobile technology, and mobile commerce applications. Topics covered include Integrated mobile marketing communications Wireless advertising/CRM Telematics, pervasive computing Incoming/outgoing wireless links Location management Diffusion, security, efficacy, interaction/integration Metric mobile business enterprises PDAs in services delivery M-/u-business models, m-/u-commerce Digital office, groupware, roomware Mobile ad hoc networking, wireless information assurance Nomadic/portable communications Cross-cultural mobile communications Teaching mobile communication applications Mobile/handheld devices in the classroom, tele-learning.