FACTORS INFLUENCING CROSS-SCREEN ENGAGEMENT IN YOUNG CHINESE USERS
Cross-screen engagement has evolved as an important consumer phenomenon and its rapidly increasing in terms of frequency and opportunities it offers. This phenomenon is also coined as ‘multi-screening' which is defined as the simultaneous or sequential use of more than one screen to perform related or unrelated tasks. Multi-screening has a wide range of implications and it opens doors for various research opportunities. However, there is a lack of research in this context and our understanding of user’s adoption of multi-screening is not advocate since past research has focused on adoption behavior in a single device context. The young generation of China is tech savvy and they are the most frequent user of technological devices and gadgets in the world, therefore they are also considered trendsetters for other markets. This study is devoted to exploring multi-screening adoption in young Chinese. Survey method has been chosen for collecting primary data and a sample size of 262 was utilized for the analysis which employed PLS-SEM technique through SmartPLS 3.0. The findings revealed that autonomy, outcome expectancy and selfefficacy are successful predictors of multi-screening behavior whereas, self-image could not exhibit significant impact on the multi-screening phenomenon. Research implications are provided in the end.
Keywords: Autonomy; Chinese Young Consumers; Consumer Behaviour; Cross-Screen Engagement; MultiScreening; Technology Adoption
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