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Article
Publication date: 10 June 2021

Hafida Boudkouss and Souad Djelassi

The purpose of this research is twofold: (1) to identify and understand consumer motivations to use interactive technologies in stores through the lens of the uses and…

Abstract

Purpose

The purpose of this research is twofold: (1) to identify and understand consumer motivations to use interactive technologies in stores through the lens of the uses and gratifications (UGT) approach and (2) to understand how these gratifications differ between different interactive technologies (interactive kiosks and self-checkouts).

Design/methodology/approach

This research presents a dual qualitative study based on 32 in-depth interviews with 20 consumers, eight salespersons and four phygital experts.

Findings

The data analysis identified three specific gratifications sought in using interactive kiosks (information-seeking, hedonic and social interaction) and two gratifications common to both interactive kiosks and self-checkouts (control and time-saving).

Originality/value

From a media perspective (UGT), this research provides a deeper understanding of gratifications sought in using interactive technologies in a phygital store. It also contributes significantly to previous research by highlighting that gratifications differ between different technology types.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 14 May 2021

Changlin Wang, Thompson S.H. Teo, Yogesh Dwivedi and Marijn Janssen

Citizen satisfaction with the government is a longstanding and continuous concern in public administration. However, past research did not investigate the effect on…

Abstract

Purpose

Citizen satisfaction with the government is a longstanding and continuous concern in public administration. However, past research did not investigate the effect on satisfaction with the government in the context of mobile government (m-government). The purpose of this paper is to evaluate how the social benefits of citizens using m-government affect their satisfaction with the government.

Design/methodology/approach

Grounded in the uses and gratifications theory (UGT), the authors suggest that the satisfaction in m-government should be constructed in terms of the satisfaction with m-government and the satisfaction with the government. The research model of citizen satisfaction in the context of m-government is tested through partial least squares (PLS) (SmartPLS 2.0) based on data collected from a survey study in China.

Findings

The results indicate that the three important social benefits, e.g. convenience, transparency and participation, are positively associated with process gratification, whereas only convenience is positively associated with content gratification. The results suggest that both process gratification and content gratification are positively associated with citizen satisfaction with the government. Furthermore, the research suggests that process and content gratification have a mediating role, whereas compatibility has a moderating role.

Practical implications

This research provides insights to practitioners on how to facilitate citizen satisfaction by increasing citizens’ social benefits and improving process and content gratification.

Originality/value

This study contributes to the literature by offering a framework for analyzing the impact of citizens’ use of m-government on their satisfaction with the government. The work also contributes to UGT by categorizing user gratifications into process gratifications, content gratifications and citizen satisfaction with the government.

Details

Information Technology & People, vol. 34 no. 4
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 1 June 2021

Chin Lung Hsu and Judy Chuan-Chuan Lin

This study combines uses and gratifications theory and flow theory to create an integrated model that predicts continuance intention to use and satisfaction with…

Abstract

Purpose

This study combines uses and gratifications theory and flow theory to create an integrated model that predicts continuance intention to use and satisfaction with livestreaming services.

Design/methodology/approach

The proposed model was empirically evaluated using survey data collected from 304 users about their perceptions of livestream services.

Findings

The results indicate that gratifications such as entertainment, informativeness and sociability were all positively related to satisfaction. The authors find that flow mediates the impact of interactivity and telepresence on satisfaction. Notably, sociability gratification and satisfaction had a significant impact on a user's intention to continue to use livestreaming services and accounted for 77% of the variance.

Originality/value

The study adds to the body of knowledge by demonstrating the uses and gratifications theory and flow theory in live stream services. In addition, the findings may provide useful insights for live stream services streamers and marketers.

Details

Library Hi Tech, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0737-8831

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Article
Publication date: 27 November 2020

Muftawu Dzang Alhassan, Emmanuel Awuni Kolog and Richard Boateng

This study aims to investigate the gratifications driving the attitude and continuance use of mobile payment services in developing country context, such as Ghana. Also…

Abstract

Purpose

This study aims to investigate the gratifications driving the attitude and continuance use of mobile payment services in developing country context, such as Ghana. Also, the moderating effect of income and education on gratifications and attitude of users is explored.

Design/methodology/approach

Data was collected from conveniently sampled 361 users of mobile payment services in Ghana. A questionnaire, which mainly contains five-point Likert scale questions, was used to collect the data. The study adopted the Uses and Gratification (U&G) theory, where income and education were used as moderating factors. The data was analysed with SmartPLS for Structural Equation Modelling.

Findings

Among the other factors from the U&G theory, integrative, ease of use and usefulness gratifications were found to significantly influence attitude towards the use of mobile payment services in Ghana. In addition to this finding, user attitude significantly influences the continuance use intention of mobile payment services. Furthermore, the study revealed various effects of the moderating factors. These findings suggest that promoting mobile payment technology inclusiveness by creating a favourable environment would enhance the use of mobile payment services in Ghana.

Research limitations/implications

Given that this study was conducted in Ghana, a developing country, it is difficult to generalize the results to encompass the developed economies. In future, similar research should compare the developed and developing economies by considering culture as a moderating effect.

Practical implications

This study intends to provide information on the gratifications that drive the attitude and continuance use of mobile payment services in Ghana. The findings seek to augment mobile money service providers’ capabilities by providing them with an understanding of user gratification experience on mobile payment services. Additionally, the study will serve as a guide to policymakers in the government, telecommunication companies and mobile banking providers, to improve customer intimacy and gratification through their user behaviour.

Originality/value

Previous studies on user gratification have primarily focussed on the functional benefits derived from mobile payments and how they influence the service’s adoption. This study has contributed to literature by considering both the functional and non-functional benefits of mobile payment in developing country context. To the best of the authors’ knowledge, this study is the first to consider income and education as moderating variables to study the gratification levels of mobile payment users in Ghana and among few in Africa.

Details

Journal of Systems and Information Technology, vol. 22 no. 4
Type: Research Article
ISSN: 1328-7265

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Article
Publication date: 10 January 2020

Maria Santos Corrada, Jose A. Flecha and Evelyn Lopez

The purpose of this paper is to examine the use of social media and its impact on information search, communication with a company, and purchase and re-purchases of…

Abstract

Purpose

The purpose of this paper is to examine the use of social media and its impact on information search, communication with a company, and purchase and re-purchases of products and services. Using use and gratification theory as a starting point, it also examines the impact of satisfaction of use of social media in the process of purchasing and re-purchasing products and services.

Design/methodology/approach

An online survey was conducted with 444 participants, and the data were analyzed using the partial least squares structural equation modeling technique to observe the effects between the variables of social media use, search information, communication with the company, purchase, re-purchase and satisfaction of use of social media.

Findings

The results reflect how the use of social media generates significant rewards that significantly impact the search for information and the communication with the company. The data also show how communication with the company has an impact on the purchase and re-purchase of products and services. Finally, it was empirically confirmed that the gratification received by users through social media use impacts satisfaction with social media use.

Originality/value

The results contribute to how social media impacts alternative evaluations through the gratification of user needs, resulting in motives and behaviors leading to the purchase of goods and services, as established by Use and Gratification Theory. In its contributions to the Academy, Use and Gratification Theory (U&G) explains why individuals use and share information using social media. First, it justifies the purchase and re-purchase of products and services due to user satisfaction according to users’ experience using social media. Second, it presents a vision of how the use of social media is a significantly important result in the gratification of consumer needs.

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Article
Publication date: 5 November 2019

Shampy Kamboj

The purpose of this paper is to investigate how various gratifications obtained in the social media context affect customer participation, and its sequential effect on…

Abstract

Purpose

The purpose of this paper is to investigate how various gratifications obtained in the social media context affect customer participation, and its sequential effect on brand trust, brand commitment and word of mouth (WOM) in social media brand communities.

Design/methodology/approach

The data were collected from 352 respondents who used social media using a survey method. The data were assessed using AMOS with structural equation modeling.

Findings

The findings depicted that among all gratifications obtained in the social media context, information seeking, incentive and brand likeability strongly affect customer participation, which sequentially affect brand trust, commitment and WOM in social media brand communities. In the context of social media brand communities, brand trust partially mediates the relationship between customer participation and its two outcome variables (brand commitment and WOM).

Originality/value

The present paper contributes that theory of uses and gratifications has particular significance and supposed to be provided further importance in the field of social media. It also presents a vivid and rich understanding of why customers use social media and participate in social media brand communities.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 3 February 2020

Ashfaq Hussain, Ghulam Shabir and Taimoor-Ul-Hassan

The purpose of this study is to compare the gratification sought and gratification obtained for cognitive needs from social media among information professionals in the…

Abstract

Purpose

The purpose of this study is to compare the gratification sought and gratification obtained for cognitive needs from social media among information professionals in the limelight of uses and gratification theory. Cognitive needs are related to knowledge, acquiring information, comprehension etc., and gratification sought and gratification obtained are two distinct components of the uses and gratification theory.

Design/methodology/approach

For this quantitative research study, a self-administered survey questionnaire was used to collect data from the participants of the study. Sample of this study was 700 information professionals who are necessarily users of social media.

Findings

Finding of this study depicted that gratification obtained and gratification sought from social media for cognitive needs are different from each other, and information professionals need to revisit their social media use for cognitive needs.

Research limitations/implications

The present study is limited to gratification sought and gratification obtained for cognitive needs among information professionals.

Practical implications

This study has determined that information professionals need to revisit their social media use for cognitive needs, as the obtained gratifications are different from gratification sought from social media.

Social implications

Social media provides versatility of information in different forms and large numbers of information professionals are the users of social media around globe. Perceived use of social media for cognitive needs has been resulted into destructed gratifications. This study has brought the actual outcome of the use of social media to the audience so that they may rectify their social media use.

Originality/value

This study is a significant contribution for information professionals to review the gratifications sought and obtained from social media for cognitive needs. It has been established in this study that gratifications sought are significantly different from gratifications obtained from social media among information professionals.

Details

Information Discovery and Delivery, vol. 48 no. 2
Type: Research Article
ISSN: 2398-6247

Keywords

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Article
Publication date: 20 August 2018

Chun-Ming Chang

The purpose of this paper is to develop a theoretical model to investigate the determinants of continuance intention toward social networking sites (SNSs) by integrating…

Abstract

Purpose

The purpose of this paper is to develop a theoretical model to investigate the determinants of continuance intention toward social networking sites (SNSs) by integrating the perspectives of the uses and gratifications theory, perceived interactivity and network externalities.

Design/methodology/approach

Data collected from 255 Facebook users in Taiwan were used to test the proposed model. The partial least squares method was used to test the measurement model and the structural model.

Findings

The findings reveal that emotional gratifications and social gratifications are the key predictors of users’ continuance intention toward SNSs. Further, the results indicate that perceived network size, perceived complementarity, machine interactivity and person interactivity influence information gratifications significantly, while perceived complementarity, machine interactivity and person interactivity exert positive effects on emotional gratifications. Finally, the results show that machine interactivity and person interactivity impact social gratifications positively, whereas perceived network size and perceived complementarity affect machine interactivity and person interactivity significantly.

Originality/value

This study is one of the earliest research inquiries to examine the effects of various types of gratifications on continuance intention. It is also one of the earliest studies to identify the antecedents of gratifications from social factors and technological attributes simultaneously.

Details

Online Information Review, vol. 42 no. 6
Type: Research Article
ISSN: 1468-4527

Keywords

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Article
Publication date: 3 December 2018

Samar Mouakket

The purpose of this paper is to develop a conceptual framework, which identifies intrinsic, social and extrinsic gratification factors as essential individual factors…

Abstract

Purpose

The purpose of this paper is to develop a conceptual framework, which identifies intrinsic, social and extrinsic gratification factors as essential individual factors influencing users’ disclosure of personal information via mobile instant messaging (MIM) applications (apps). In addition, the author has examined whether gender affects those different factors of gratification.

Design/methodology/approach

Data are collected via paper-based survey from university students who use MIM in the United Arab Emirates. Structural equation modeling is used to test the hypotheses that are presented in the model.

Findings

The findings show that intrinsic gratifications (entertainment and escapism) and social gratifications (social interaction) have positive effects on the depth and breadth of self-disclosure via MIM apps. Additionally, women’s self-disclosure of personal information is positively affected by social influence, while men are not influenced by this type of gratification.

Originality/value

The study aims to enhance the current understanding of the limited research on the uses and gratifications approach within the context of MIM apps to identify the gratifications that motivate MIM apps users to disclose personal information.

Details

Journal of Enterprise Information Management, vol. 32 no. 1
Type: Research Article
ISSN: 1741-0398

Keywords

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Article
Publication date: 30 August 2013

Anita Whiting and David Williams

This paper seeks to demonstrate the importance of uses and gratifications theory to social media. By applying uses and gratifications theory, this paper will explore and…

Abstract

Purpose

This paper seeks to demonstrate the importance of uses and gratifications theory to social media. By applying uses and gratifications theory, this paper will explore and discuss the uses and gratifications that consumer receive from using social media. This paper seeks to provide a better and more comprehensive understanding of why consumers use social media.

Design/methodology/approach

Exploratory study was conducted. 25 in‐depth interviews were conducted with individuals who use social media.

Findings

This study identified ten uses and gratifications for using social media. The ten uses and gratifications are: social interaction, information seeking, pass time, entertainment, relaxation, communicatory utility, convenience utility, expression of opinion, information sharing, and surveillance/knowledge about others.

Research limitations/implications

Limitations are small sample size. Research implications are that uses and gratifications theory has specific relevance to social media and should be given more prominence. Uses and gratifications theory helps explain the many and varied reasons why consumers use social media.

Practical implications

This paper helps organizations to understand why consumers use social media and what gratifications they receive from social media.

Originality/value

This paper makes the contribution that uses and gratifications theory has specific relevance and should be given more prominence within the area of social media. This paper also provides a rich and vivid understanding of why consumers use social media.

Details

Qualitative Market Research: An International Journal, vol. 16 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

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