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Title: A behavioural model of the adoption and use of new telecommunications media : the effects of communication scenarios and media product/service attributes
Author: Hu, Tun-I
Awarding Body: Lancaster University
Current Institution: Lancaster University
Date of Award: 2011
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Recent years have seen the dramatic growth of new modes of communication. Besides using landline and mobile for voice real-time communication, people spend increasing amounts of time receiving and sending messages through social networking (e.g. Facebook) and real-time communication software (e.g. Skype or MSN). The main purpose of this research is to develop a behavioural model to demonstrate how media attributes "and communication scenarios affect consumers' choice of telecommunications media. Seven telecommunications media available in 2010 have been studied included landline, mobile, short message service (SMS). E-mail, Internet telephony, instant messaging and social networking. Various media product/service attributes such as synchronicity, multitasking, price, quality, mobility, privacy and video which might affect consumers' media choice were identified. Importantly, this research has designed six types of communication scenarios in an online survey with 894 valid responses to clarify the effects of different communication aims on consumer's media choice. Various existing methods for modelling media choice have been examined including conjoint analysis and simple multi-attribute rating techniques (SMART). The weight of each attribute in each communication has been estimated leading to forecasts of individual media choice. both in adoption and use. By calculating the forecasting error between the probability of the estimated media choice and the actual media use behaviour, we found that using conjoint analysis to forecast consumers' media choice is better than using SMART. In the issue of segmenting customers, using employment status is better than using self-explicated utility. In addition, through aggregating the probability of the individual's media choice and the proportion of time spent on each communication scenario, the market share of each medium has been estimated. Substitution effects between voice media and text media have also addressed leading to forecasts of end usage patterns, a critical element in the investment decisions made by telecommunications and internet providers.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available