Explicating user behavior toward multi screen adoption and diffusion: User experience in the multi screen media ecology
Purpose The purpose of this paper is to analyze user behavior toward multi screen services by employing neural networks to predict overall customer satisfaction and to prioritize the factors that influence customer intentions. Design/methodology/approach Multi screen experiences require a new approach incorporating multiple methods. A proposed multi state analytic approach in which the research model is tested using structural equation modeling was utilized. The results were then used as inputs for a neural network model to predict multi screen adoption. Findings The findings indicate that multi screen quality significantly influences usability, which subsequently affects the adoption of the technology. Practical implications The policy and managerial implications of multi screen development are discussed based on the models of acceptance and diffusion. Social implications The emergence of multi screen services as well as the simultaneous and sequential engagement of users with multiple devices throughout the day challenges the ability of marketers to develop effective communication strategies. Originality/value This study provides an in depth analysis and heuristic data regarding user drivers, market dynamics, and policy implications in the one source multi use ecosystem.
Internet Res.