Research: Perceived gratifications of online media service use among potential users

摘要

As competition for audience revenues intensifies in the newly competitive media environ- ment, programmers are hoping to harness the potential of the Internet. The present study explores potential online media service access in light of motivational factors, existing media use level, home communication technology infrastructure and demographic attributes. Findings indicate that perceived gratification expectation dimensions were strong predictors of Likely online media service use. Although traditional media use was largely perceived as ir- Relevant to online media content access, online service was seen as a functional supplement to Traditional media instead of a complement or displacement mechanism.