media knowledge: discussion and conceptualization

Type | Conference paper
Abstract | This working paper is about people’s knowledge of , and how different levels of knowledge affects peoples behaviour. The construct of with the goal of designing a conceptual framework for construct definition and measurement is discussed with a distinction being drawn between objective and subjective . The major significance of construct definition and measurement is to aid further research that examines the role consumer knowledge structures play in consumer media usage, media evaluation strategies and consumer behavioural intention. This study refers to in the context of the World Wide Web.
Ref | Page, K. L. (1999). : Discussion and Conceptualisation, 28th EMAC Conference Proceedings, Berlin Germany, May 11th – 14th.

1999-MediaknowledgeWIP_EMAC.pdf download View | Download
Keywords: consumers, hypermedia computer mediated environments, media, media knowledge, users
Categories: researching, speaking