Moderating effects of perceived affordances on users' adaptive media use

Authors:
Jian Tang;Yuxiang Zhao;Ping Zhang
Affiliations:
Syracuse University, Syracuse, NY;Nanjing University, Nanjing, China;Syracuse University, Syracuse, NY
Venue:
Proceedings of the 2012 iConference
Year:
2012

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Abstract

Factors contributing to communication media adoption have been well studied. Several theories (e.g., media richness theory and media synchronicity theory) have been developed to explain or predict media adoption behavior. However, adoption is only an initial stage of media use. Reasons for adaptive media use in postadoption phase are of greater significance and interest. This poster posits that people's media use is dynamic in various communication environments, and it is determined by effects of multiple factors, including media characteristics, message complexity, and social context, whose influences are moderated by users' perceived affordances of media's capabilities to satisfy their needs.