초록

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Abstract ▼ AI-Helper

With the development of new media, consumers are exposed to multi-screen environments (i.e., paper, PC screen, mobile screen). Based on telepresence theory, we seek to examine how different media screens influence consumers' behaviors. In particular, with two lab experiments, we explore 1) how consu...

With the development of new media, consumers are exposed to multi-screen environments (i.e., paper, PC screen, mobile screen). Based on telepresence theory, we seek to examine how different media screens influence consumers' behaviors. In particular, with two lab experiments, we explore 1) how consumers' memory is influenced by different screens (i.e., paper, PC screen, mobile screen) and 2) how different screen types influence consumers' tone in the messages they created. The results of experiment 1 indicate that consumers are more likely to recall given content when they read the content via paper compared to PC or mobile screens. In addition, consumers exhibit higher recognition toward given content when they read the content via paper or Web screen compared to mobile screen. In experiment 2, we investigate consumers' tone in their evaluations after they were exposed to a negative service experience. The results indicate that consumers evaluating a service via PC or mobile screen express their opinions with a more negative tone and nuance toward the service provider than consumers evaluating it via paper. Our study contributes to the development of media and communication theory by investigating various consumer behaviors in multi-screen environments and sheds light on approaches to manage communications between consumers and marketers.

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