When Outcome Expectations Become Habitual: Explaining vs. Predicting New Media Technology Use From a Social Cognitive Perspective

Peters, Oscar (2007) When Outcome Expectations Become Habitual: Explaining vs. Predicting New Media Technology Use From a Social Cognitive Perspective. In: 57th Annual Conference of the International Communication Association, May 24-28, 2007 , San Francisco, CA.

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Abstract:	This study examined the triadic relationship between expected outcomes, habit strength, and media technology use within the model of media attendance (Larose & Eastin, 2004). Mobile phone users (N = 664) were divided into two groups using a stratified random sampling method. Respondents of group one (n = 334) were surveyed on existing mobile phone use, respondents of group two (n = 310) were surveyed on the intention to use mobile video phone. On the basis of structural equation analysis, the results of this study support the assumption that within the model of media attendance existing media use is more likely to be explained by habit strength, and new media use is more likely to be predicted by outcome expectations.
Item Type:	Conference or Workshop Item
Faculty:	Management and Governance (SMG)
Research Group:	Media, Communication and Organisation (MCO)
Link to this item:	http://purl.utwente.nl/publications/59773
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