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Why do media users multitask?: Motives for general, medium-specific, and content-specific types of multitasking
- Authors
- Hwang, Yoori; Kim, HyoungJee; Jeong, Se-Hoon
- Issue Date
- 7월-2014
- Publisher
- PERGAMON-ELSEVIER SCIENCE LTD
- Keywords
- Multitasking; Motives; Medium-specific; Content-specific; Uses and gratifications
- Citation
- COMPUTERS IN HUMAN BEHAVIOR, v.36, pp.542 - 548
- Indexed
- SSCI
SCOPUS
- Journal Title
- COMPUTERS IN HUMAN BEHAVIOR
- Volume
- 36
- Start Page
- 542
- End Page
- 548
- ISSN
- 0747-5632
- Abstract
- This study examined the major motives for multitasking, and how those motives are related to general, medium-specific, and content-specific types of multitasking. The major motives for multitasking identified in this study are as follows: information, social, enjoyment, efficiency, and habit. Of these motives, general multitasking behavior was predicted by information, efficiency, and habit. In terms of medium-specific types of multitasking, TV-based multitasking was predicted by habit motive, Internet-based multitasking was predicted by information and enjoyment, and mobile-based multitasking was predicted by information motives. In terms of content-specific multitasking, news-related multitasking was predicted by information motives, entertainment-related multitasking was predicted by information and enjoyment motives, and advertising-related multitasking was predicted by information and social motives. (C) 2014 Elsevier Ltd. All rights reserved.
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