Electronic Media Use: Towards an Integrative Model

The objective of the study is to propose and test a model to understand the factors that impact the use of electronic media in Brazil. A survey was conducted, capturing perceptions about five electronic media – Broadcast TV, Pay-TV, Internet, Mobile Phones and Game Consoles. A sample of 1000 cases was collected by personal interviews in six cities and analyzed using SEM. Attitude is influenced by Image, Entertainment and Content, followed by Communication and Habit. The model explained 80% of Attitude and 90% of Satisfaction. Attitude is a strong predictor of Satisfaction. Attention is explained by Entertainment and Satisfaction.