Author(s):
1. Muhammad Awais:
School of Communication Studies, University of the Punjab, Lahore, Pakistan
2. Noshina Saleem:
School of Communication Studies, University of the Punjab, Lahore, Pakistan
Abstract:
This study is attempted to explore the motives of the viewers in terms of their gratification sought (GS) and obtained (GO). Further, this study also explored user satisfaction from the following programs by measuring the discrepancies between GO and GS. Sample (n=400) was selected through convenience sampling from University of Punjab and University of Central Punjab, Lahore, and Smart PLS was used to get results. Existing literature of Uses and Gratification theory is also extended by exploring the moderating role of habitual use on the user satisfaction and Continuance Intention. It is found that the exposure is not necessarily always because of a conscious effort (motive) but also because of habitual use. The results offer valuable information in reaching the conclusion of study. Producers and directors of the following programs should take into account the viewers with high habitual use and provide content rich in information, entertainment, and communication competence so that they could return to their motivationgratification equation.
Page(s):
330-347
Published:
Journal: Gomal University Journal of Research, Volume: 38, Issue: 3, Year: 2022
Keywords:
Habitual Use
,
Infotainment
,
Uses and Gratification
,
GOGS Discrepancy
,
User Satisfaction
References:
References are not available for this document.
Citations
Citations are not available for this document.