Uses And Gratifications Theory Research Articles

The English Translation of Chinoiserie Songs from the UGT Perspective: A Case Study of Qian Qiu Meng

Qian Qiu Meng is a Chinoiserie song composed from the eyes of Empress Wu Zetian, one that belongs to mass media. Using the uses and gratifications theory (UGT) to analyze the English version of this song clarifies the purpose and what needs users want to gratify. This theory can also help to study how the English translation of Chinoiserie songs affects users behaviorally and psychologically. This study is somewhat innovative in that it uses a theory in communications studies to analyze the English translation of the Chinoiserie song Qian Qiu Meng. This helps the author to understand translation methods and techniques of Chinoiserie song translation into English, as well as of the character, deeds and contributions of Empress Wu.

The Role of the Gratifications of Nutrition Instagrammers’ Generated Content in Developing Actual Buying Behavior for Functional Foods in Egypt

The change in people’s perception of the role of nutrition in health improvement has evolved a new concept of food with disease prevention characteristics called Functional Foods (FFs). This study examines the role of entertainment, informativeness, and socializing gratifications of Nutrition Instagramers’ generated content in influencing consumers’ purchasing intention and actual buying behavior of functional foods. It also aims to investigate the effect of these gratifications on the attitude toward Nutrition Instagramers (NIs) and if such attitude would affect the attitude toward FFs and consumers’ buying intention. Also, it aims to investigate the association between buying intention and actual buying behavior of FFs and the gender-moderating role of this relationship. A quantitative research method was applied using a survey strategy, and the data were collected from 456 Egyptians who followed Nineteen NIs and analyzed through Structural Equation Model (SEM) using AMOS 25 software. The findings revealed that entertainment, socializing, and informativeness gratifications positively impact consumers’ purchase intention and attitude toward FFs through the consumers’ attitudes toward NIs, and the more informativeness of NIs’ generated content, the more likely to influence consumers’ purchasing intention directly. Also, our results indicated that attitudes toward NIs and FFs significantly impact consumers’ purchase intention. Furthermore, our results revealed that gender strengthens the association between consumers’ purchase intention and actual buying behavior in favor of males. Finally, this study bridges a gap about factors that impact attitudes toward NIs, FFs, consumer purchase intention, and consumer actual buying behavior of FFs with a unique application of the Uses and Gratifications Theory (UGT) in influencer marketing.

From Typing to Talking: Unveiling AI’s Role in the Evolution of Voice Assistant Integration in Online Shopping

This study develops a theoretical framework integrating the Technology Acceptance Model (TAM) and Uses and Gratifications Theory (UGT) to predict and understand the acceptance of voice shopping intentions, particularly through AI-driven voice assistants. This research delves into the dual aspects of AI voice shopping platforms: the functional attributes outlined by the TAM and personal gratifications highlighted by the UGT, such as enjoyment, performance expectancy, and perceived safety. It uncovers a favorable user attitude towards voice shopping, emphasizing the significant role of performance expectancy and perceived utility on behavioral intentions. Key insights include the critical importance of security and privacy for user trust and the acceptance of new AI technologies, and the necessity of a balanced approach that merges functional, emotional, and security aspects for successful AI integration in daily technology use. Contrary to expectations, this study reveals a weak relationship between social norms and perceived usefulness, suggesting a misalignment with societal expectations. This research enriches the understanding of voice shopping using virtual assistants, offering valuable insights into consumer behavior and AI technology acceptance. It highlights practical implications for AI research, the development of voice-based software, and AI-driven advertising strategies, emphasizing the communication of benefits and emotional resonance in voice-enabled AI assistants for consumer purchases.

CONSUMER BEHAVIOUR TOWARDS SPONSORED-LABELLED TARGETED ADVERTISEMENTS ON META PLATFORMS IN THE CONTEXT OF MAURITIUS

The purpose of this research is to investigate the effectiveness of ‘sponsored’ labelled targeted ads in Mauritius and whether these ads can impact the brand awareness and purchase intention of Meta group social media users. By adopting the Uses and Gratification Theory (UGT), this research brings forward a conceptual model of six constructs (customisation, informativeness, entertainment, intrusiveness, brand awareness and Purchase intention) to quantitatively understand the effectiveness of targeted ads on Meta Platforms. A sample of 382 students participated in the survey, where 333 valid responses were used for further analysis. In this research, Confirmatory Factor Analysis was utilised to examine the measurement model for brand awareness, customization, informativeness value, entertainment value, intrusiveness value, and purchase intention. The fit indices indicated a reasonable fit between the model and the data. Using Structural Equation Modelling to test the model, the regression weight between customisation, informativeness, entertainment, intrusiveness and brand awareness were statistically significant. The regression weight between brand awareness and purchase intention was also statistically significant. Practically, the findings emphasize the need for marketers and advertisers to invest in strategies that effectively increase brand awareness through targeted advertising.

Profiling of OTT Viewers and their Perception Mapping using Advanced Technological Models

Purpose – The study explores the significant attributes that inspire customers to select OTT platforms and to measure the positions of OTT platforms in the mind of an individual via a perceptual map. Design/methodology/approach –To develop a perceptual map to measure the attribute-based motivation regulations with regards to OTT platforms. With combination of theoretical frameworks such as Technology Acceptance Model (TAM); Diffusion of Innovation Theory (DIT); Uses and Gratifications Theory (UGT) and Unified Technology Acceptance and Use Theory (UTAUT) used to develop as scale. Furthermore, this study used mixed method approach. Findings – Four attributes/ regulations were proposed: ease of use, social influence etc. Research limitations/implications – The study utilises a theoretical framework to create a structured framework for motivating young people based on OTT attributes. Practical implications – Study directs OTT marketers in strategically positioning the channel based on specific qualities. Originality/value – This work in the OTT channels utilized the combination of TAM, UGT, DIT and UTAUT framework.

Examining the Effects among Motivation Needs, Satisfaction, and Instagram Continuance Intention in Malaysian Students

While social media platforms, notably Instagram, have gained traction among university students, this study sought to understand factors influencing their continued use among a segment of Malaysian university students. The primary purpose of this study was to examine the role of satisfaction (SAT) as a mediator in the relationship between various types of motivational needs and the continued intention (CI) to use Instagram. The motivational needs under study included cognitive needs (CN), affective needs (AN), personal integrative needs (PIN), social integrative needs (SIN), and escape needs (EN). This research was built on the foundations of the Uses and Gratifications Theory (UGT) and Expectation Confirmation Theory (ECT). Using a non-probablistic sampling strategy, this study gathered data via questionnaires from a sample of 384 students from six selected universities in Klang Valley. Within the scope of the research sample, a key finding emerged: SAT notably mediates the relationship between CN, SIN, PIN, and CI. This finding illustrates the pivotal role of SAT in the context of UGT and ECT, suggesting that SAT derived from Instagram usage is a critical factor in explaining the sustained engagement of university students, based on specific motivational needs. Within the context of this study's sampled participants, this result offers insights into how SAT, influenced by distinct motivational needs, may impact the intention to continue using Instagram. In practical terms, these insights may assist social media platform developers and educational institutions in understanding and addressing the satisfaction and engagement levels of university users. Simultaneously, the quota sampling strategy employed in this study serves as a valuable model for future research in similar contexts. However, this study recommend that future research expand the sample to include a broader cross-section of Malaysian university students to enhance representativeness and generalizability.

Peer‐to‐peer community on social media: An exploratory cross‐cultural study

AbstractThis exploratory research utilizes the lens of uses and gratifications theory (UGT) to examine cross‐cultural differences in consumers' motives for using social media to build peer‐to‐peer (P2P) community. Using a mixed‐method approach through two studies, we first conduct in‐depth interviews to better understand consumers' motivations for P2P community on social media. Then exploratory factor analysis using Belgian and U.S. survey data and confirmatory composite analysis reveal the factors of curiosity, self‐presentation, social interaction, relational connections (Belgium only), the importance of social verification, and communication. Results from partial least squares structural equation modeling explain the relationship between the emerging factors and consumers' need for P2P community. While individualized motivations were found to be significant in both samples, relational motivations were not, as Belgian consumers were less concerned about socially interacting with others. Additionally, consumers' curiosity was not found to be significantly related to the need for community in either sample. This study extends previous research using the UGT framework by generating knowledge on cross‐cultural differences of P2P community on social media; theoretical and managerial implications are discussed.

Missing Moments and Requesting Encouragement: The Experiences and Consequences of Having an Incarcerated Loved One

The consequences of incarceration extend far beyond the individual incarcerated. This article aims to understand the needs, thoughts, feelings, and experiences of incarcerated loved ones through the uses-and gratifications theory. Posts derived from the Facebook group entitled, “Incarcerated Loved Ones” and were coded using thematic analysis. The posts highlighted two themes: negative emotional experiences and criminal justice consequences. The theme negative emotional experiences included feelings of discomfort, requesting encouragement, and venting. The theme criminal justice consequences included difficulty navigating the system, visitation, financial burden, and missing moments. The discussion includes clinical and policy implications as well as future research directions.

Exploring how consumer cooperatives might strategically incorporate social media to distribute wine

AbstractThis research advances our understanding of disruptions to marketing channels in the digital world by investigating the viability of consumer cooperative systems which are envisioned as multi‐actor constructed networks using social media (SM) platforms. It introduces the concepts of “social media consumer wine cooperator” as a new distribution channel for wine and investigates the consumer's intention to participate in an SM and become a wine cooperator. Relying on the uses and gratifications theory (UGT), we adopted a quantitative research inquiry with data gathered using an online survey involving a sample of 486 French consumers. We empirically tested the relationships among four factors: attitude toward buying wine based on SM recommendations, perceived risks, intention to buy wine on SM, and consumer intention to become an SM wine cooperator. Findings indicate that the intention to be an SM wine cooperator is positively correlated with attitude toward buying wine based on SM recommendations and the intention to purchase wine on SM. To finish with, we link the concept of the consumer wine co‐op to the current debate in the literature on centralized versus decentralized (built on top of blockchain networks) social media platforms, opening the door for future research avenues.

The dimensional impact of escapism on users’ eCart abandonment: mediating role of attitude towards online shopping

PurposeBy integrating uses and gratification theory (UGT) and online buying behavior theory (OBBT), this study aims to examine the impact of escapism motives (self-suppression and self-expansion) and attitude toward online shopping (ATS) on eCart abandonment. In addition, the mediating role of ATS between escapism motives and eCart abandonment is examined.Design/methodology/approachStructural equations modeling was performed on the data of 400 consumers using AMOS 26.FindingsThe results indicated that escapism motivations impacted users’ eCart abandonment, and the attitude toward online shopping mediated this relationship.Practical implicationsThe findings of this study imply that online sellers should understand the consumer motives for website use. In response, better strategies should be developed to reduce eCart abandonment.Originality/valueThis study extends knowledge of eCart abandonment by theoretical integration of UGT and OBBT and identification of the intrinsic predictors of virtual cart abandonment behavior. In addition, it is one of the early attempts to examine the dimensional impact of escapism on eCart abandonment.

The Use of Smartphones to Communicate the Gospel of Jesus Christ

There have been many changes in the organisational structure, leadership style, and divisional groups of the Christian Church that form their own identity and brand. For each group, sect and denomination, the methods used differ widely. Musical instruments were also introduced into church worship over time. While many of these organisations have maintained the foundational message of Christ, many have begun to adopt newer technology to communicate both internally and externally about their ministry. Smartphones are ubiquitous, and they are an advancement in new media technology, particularly with the introduction of the Internet. The internet and WEB 2.0 applications made it possible for smartphones to emerge. As internet speeds increased, the experience of accessing information became more seamless. Making the gospel message visual and sharing it over social media through the use of smartphones allows the gospel message to reach a wider audience in a shorter period of time. When God spoke to Moses, he communicated with him visually. Through his prophets like Hosea 12:10, Numbers 12:6 and Isaiah 1:1 he also used visions, dreams, and the spoken word. The Bible also mentions an increase in knowledge, and new media innovations are part of that process. As a result, this paper investigated the use of smartphones to share messages during church services and whether such usage is a digital distraction. This paper employed a qualitative secondary data analysis as well as focus groups with pastors and congregational members. This paper was conceptualised using the Uses and Gratification Theory (UGT) which is essentially an audience-centered approach to understanding mass communication. According to the findings, appropriate smartphone use can be a very effective communication device; however, not everyone uses them correctly. It is clear that new media is constantly evolving, and it would be advantageous for the local church to intentionally use smartphones to engage in ministry and share the gospel message. As a further study, it would be interesting to conduct comparative research on the use of smartphones and social media among other religious groups.

Utilization of Uses and Gratifications in Media Use Literature During the Covid-19 Pandemic

This research delves into the application of Uses and Gratifications (UGT) theory within the literature analyzing media consumption during the Covid-19 pandemic. Its primary objective is to elucidate and evaluate the usage of UGT in this context, supported by empirical findings and relevant theoretical frameworks. Employing a systematic literature review methodology, the study conducted a literature search in December 2021, utilizing the keywords "Uses and Gratifications" and "Covid." Through a meticulous process of inclusion and extraction, the researchers identified and analyzed 31 studies out of 214 journal articles that aligned with the search criteria. The amassed findings showcased that UGT wielded substantial influence over media users and their media consumption patterns during the pandemic. Moreover, the research unveiled the untapped potential of UGT as a fundamental theory that could further enrich the scope of investigations into media usage during crises. However, to enhance its application, the study advocates for variable adjustments, such as increasing the number of samples studied, to foster more comprehensive and robust future research. This systematic literature review emphasizes the significance of UGT in understanding media behaviors during the Covid-19 pandemic. It offers valuable insights to scholars and researchers, encouraging them to build upon these discoveries, thereby advancing our comprehension of media utilization trends amidst times of adversity. By leveraging UGT as a theoretical foundation, scholars can delve deeper into the intricacies of media consumption and its effects on individuals and society during periods of significant disruption and uncertainty.

The Impact of Social Media on Learning Behavior of CSL Learners

Social media platforms have emerged as global platforms for collaboration and interaction. This research aims to investigate the positive and negative influences of social media platforms on the learning behavior and educational environment of the CSL student community in Vietnam. The study focuses on exploring localized factors that significantly impact both the psychological well-being and academic performance of peers. Drawing upon the theoretical framework of Uses and Gratification theory (UGT), a quantitative research method was employed, involving students from the Department of Chinese Language and Culture at Dainam University, Vietnam. The findings indicate that, within the Vietnam context, the use of social media platforms has less positive impact as compared to negative impacts on the behavior of students towards Chinese language learning. Consequently, this study recommends making the students responsible for the use of online social media platforms, therefore, awareness campaigns, seminars, workshops, and media initiatives should be employed to mitigate the negative effects of social media and foster sustainable Chinese education in Vietnam.

Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?

While the social media app Snapchat has increasingly attracted the attention of millennials around the world, there is limited empirical research dealing with Snapchat marketing. For businesses, it is imperative to know how effective Snap Ads are at reaching millennials. Based on the uses and gratifications theory (UGT), this study aims to fill this research gap by identifying millennials’ motives for using Snapchat and analyzing how they affect their attitudes toward Snap Ads and the subsequent behavioral intentions. Some 265 Saudi, Snapchat-using students aged between 18 and 35 completed an online survey. Our data analysis employed exploratory and confirmatory factor analyses, as well as structural equation modeling. The results indicate that respondents seek four forms of gratification from using Snapchat, namely information seeking, self-expression, entertainment, and social interaction. Of these, only information seeking and entertainment were found to have significant positive influences on attitudes toward Snap Ads, intentions to share then, and purchasing intentions. This research contributes to the theory by proving that the UGT is suitable for gaining knowledge about consumer behavior on social media in general, as well as by proposing a framework for studying the persuasive effectiveness of Snap Ads in particular. From a practical perspective, this study offers guidelines on how customized Snap Ads can be conceived for millennials, so they will not irritate them.

Satellite fans engagement with social networking sites influence on sport team brand equity: A UGT perspective

Guided by the uses and gratification theory (UGT), this research aims to investigate the influence of gratification (i.e., personal, social, and tension release gratification) sought from social networking sites (SNS) on customer engagement behaviour of satellite fans. Additionally, this research examines the influence of customer engagement behaviour (i.e., consuming, contributing, and creating activities) on sports teams' brand equity. Data for the study were obtained from 347 respondents who followed their favourite sports teams on SNS. Partial least squares structural equation modeling (PLS-SEM) was used to analyse the empirical data. The findings reveal that the SNS gratification needs of football fans influence their customer engagement behaviour. Also, customer engagement behaviour, that is, consuming and contributing activities, influences sports teams' brand equity. These findings provide great insights for brand managers on how to effectively use SNS to influence consumer.

The Adoption and Use of Smart Assistants in Residential Homes: The Matching Hypothesis

An increasing number of residential homes are equipped with smart assistants such as Cortana, Alexa, and Siri. Adoption rates and the frequency of the usage of smart assistants vary across users and residential homes. Building on the theory of uses and gratifications (UGT) and the unified theory of acceptance and use of technology 2 (UTAUT2), the objective of this paper was to examine whether the intended use of a digital assistant would moderate the effects of performance expectancy and hedonic motivation on its adoption. Two experiments (N = 345 and N = 351) tested the hypothesis that, for utilitarian purposes, devices with high performance appraisal are preferred, whereas for entertainment purposes, devices with high hedonic appraisal are preferred. The experiments manipulated the performance expectancy and hedonic motivation towards several digital assistants by varying how the assistants were introduced. Participants were asked which assistant they would choose for a variety of utilitarian and entertainment purposes. As expected, the experiments supported the proposed matching hypothesis, revealing that the devices that were high in performance appraisal were preferred for utilitarian tasks, whereas the devices high in hedonic appraisal were preferred for entertainment needs. These results suggest that a device’s introduction can change people’s perceptions of the device and subsequently their decision to use it.

A hedonic value-based consumer continuance intention model toward location-based advertising

PurposeHedonic value is commonly conceded as a determinant of behavioral intentions toward location-based advertising (LBA). However, the careful consideration of a mechanism behind hedonic motivation and its subsequent impact on continuance intention is inadequate. This study aims to explore the formation of hedonic value and its motivation for prolonged usage toward LBA.Design/methodology/approachA sample of 486 mobile users was recruited to evaluate the research model using structural equation modeling (SEM).FindingsResults reveal that perceived utility and promotional offers are the strongest indicators of hedonic value. Moreover, social support and contextual convenience play an essential role in heightening hedonic value. Furthermore, the research lenses attempt to clarify the direct, indirect influences of hedonic value, irritation and perceived credibility on continuance intention.Practical implicationsThe findings offer practitioners an understanding of how to improve hedonic value and continuance intention and develop effective LBA strategies in emerging markets.Originality/valueThis study narrows the gap of current literature by formulating a hedonic value-based continuance intention model based on uses and gratifications theory (UGT). Additionally, this work illuminates the insights into hedonic value toward LBA by identifying its motivations, including perceived utility, promotional offers, social support and contextual convenience.

Mobile application features effects on the application's engagement and intention for continuing use in tourism

ABSTRACT The study intends to detect the impacting factors of mApp (mobile application) engagement and the intention for continuing use. The study investigates the conceptual model using the Diffusion of Innovation Theory (DOI) and Uses and Gratifications Theory (UGT). An online survey questionnaire was administered to European consumers. Outcomes show that DOI elements and UGT element playfulness significantly affect user satisfaction and perceived value. Furthermore, user satisfaction positively impacts mApp engagement and intention to continue using it. Exploring consumers’ mApp perceptions can have practical implications for tourism organizations and mApp developers seeking better comprehension of respective customer groups’ needs.

UNCOVERING THE SOCIAL MEDIA USE AND CONCERNS DURING THE CORONAVIRUS OUTBREAK

The coronavirus (COVID-19) began in Wuhan, Hubei Province, China, in which the pandemic has spread worldwide. Before the outbreak, Malaysia'’s government implemented precautionary measures by enforcing the Movement Control Orders (MCO). Social media sites that focus on a photo-based usage are currently a vital part of young people's lives. COVID-19 has enormously affected people's mental health, such as anxiety, fear, hopelessness, and sleep deprivation. Social media became a reliable way of seeking resources, especially for university students during the pandemic. This concept paper builds upon various insights from many researchers on social media within the period of the COVID-19 pandemic. The researcher first presents background on social media and COVID-19 pandemic. Next, based on prior literature, she provides the logical reasons for using social media during this unprecedented time. Additionally, the researcher discusses the conceptual framework explaining why individuals consume social media during these challenging times, including the Uses and Gratifications Theory (UGT), given the recent growth of studies on this research question. Finally, the researcher offers discussion and recommendations for future research in this range.

Disrupting the fashion retail journey: social media and GenZ's fashion consumption

PurposeThe aim of this paper is to assess the use of social media by Gen Z consumers and the ways they impact on and re-shape their fashion consumption journey. This generational approach uses the lens of uses and gratifications theory (UGT) to explore the customer fashion retail journey from the perspective of the Gen Z consumer.Design/methodology/approachThe research uses an exploratory approach in response to the relative lack of research in to GenZ consumers combined with a need to understand shopping journeys. Mixed methods were used with a first phase of interviews followed by a survey of 102 Gen Z students recruited online in the UK during the COVID-19 pandemic.FindingsThe study found that GenZ users of social media for shopping sought gratification from experiences derived from social relationships, entertainment and information. The need for immediate gratification was found in new information and meeting new people to maintain social relationships, learn about products and inform the shopping journey. Further, the research supported the importance of visual images in the affective gratification of shopping needs. Resale sites on social media were favoured for their low prices, information about previously owned fashion items and the opportunity to exercise sustainable fashion choices.Originality/valueThe research advances understanding of fashion shopping journeys through social media and online resale sites. It demonstrates that younger consumers, GenZ, shop through the gratification of experiences informed by their social networks and wider contacts. The linear stages of pre to post–purchase shopping are merged and looped as they exchange information about their shopping journey, from information gathering to post–purchase comments. The role of the brand to these knowledgeable consumers conducting their own resale trade is to facilitate access to and information about their products.