earticle

영어

This research was performed to identify the role of the attributes of the interactive medium as gratification opportunities, which affect users' motivation of choosing a certain media in the competitive environment. For this purpose, we employed uses and gratifications theory and motivational model to develop our research model. The results of this research show that there are differences among similar functions that may influence behavioral intention of choosing a media. Our research addresses the adoption of the new media as a behavior of choosing new one and alternating existing functions that have satisfied users' needs.