Jiangxi University of Finance and Economics, Nanchang 330013, China.
Graduate School of Business Administration, Kobe University, Kobe 6578501, Japan.
Math Biosci Eng. 2021 Aug 26;18(6):7218-7238. doi: 10.3934/mbe.2021357.
Smart media usage is influenced by certain critical factors and can be further affected by the degree of diffusion in the market. However, existing research lacks sufficient understanding of the factors affecting smart media usage and their influential mechanisms. Taking AI-enabled smart TV in China as the research object, this study (1) develops a base model that includes users' three key gratifications (bi-directional communication, personalization, and co-creation); and (2) takes two sub-dimensions of market development (geographic segment and income segment) as moderators. Using data from 407 valid samples of current users, the partial least squares structural equation modeling analysis suggests that these three key smart gratifications can impact continuance intention with the moderating effect of market development. This study thus contributes to the literature by (1) clarifying the smart media gratification opportunities (smart media users' motivations or needs) for using smart media itself; (2) exploring the impact of the degree of market development on the uses and gratifications of the smart media itself; and (3) combining the uses and gratifications theory, and the diffusion of innovations theory, to complement each other in a model that provides a more complete picture of smart media usage.
智能媒体的使用受到某些关键因素的影响，并可能受到市场扩散程度的进一步影响。然而，现有研究对影响智能媒体使用的因素及其影响机制缺乏足够的了解。本研究以中国人工智能智能电视为研究对象，（1）开发了一个包含用户三个关键满足感（双向沟通、个性化和共同创造）的基础模型；（2）以市场发展的两个子维度（地理细分和收入细分）作为调节变量。本研究使用了 407 份有效当前用户样本的数据，采用偏最小二乘结构方程模型分析表明，这三个关键的智能满足感可以通过市场发展的调节作用影响持续意图。本研究通过（1）阐明智能媒体自身使用的智能媒体满足感机会（智能媒体用户的动机或需求）；（2）探索市场发展程度对智能媒体自身使用和满足感的影响；（3）将使用和满足感理论与创新扩散理论相结合，在一个模型中相互补充，更全面地了解智能媒体的使用情况。
