Track: Production Planning and Management

Abstract

In the new era of multi-screens, people no more deal with the single device rather they use various devices in sequence or simultaneously to extend device possibilities within a broader context.  Multi-screen trends have given rise to several research opportunities in various academic disciplines. Recent fast adoption of digital devices has resulted in media convergence because consumers use many screens to perform the same task or activity. The main reason for convergence is, coming together of functional benefits of various screens. Functional benefits of a device are perceived as outcome expectancies. However, how users develop this perception of outcome expectancy is relatively less studied in related research. This study investigates some important factors which can influence outcome expectancies of portable multi-screens (i.e. laptop, mobile and tablet/IPAD). Partial Least Squares (PLS) structural equation modeling is implemented to assess the hypotheses through the empirical sample of 287 University students in China. The results indicate that, self-efficacy and product/brand comparisons have significant positive impact on outcome expectancies. Also gender moderates the relationship between self-efficacy and outcome expectancy. In the end, theoretical contributions, practical implications of this research and future directions are discussed.