KOREASCHOLAR

As digital media empowers consumers to initiate and participate in the marketing communication process more than ever, the current study aimed to investigate whether consumer motivations to use media are associated with the concept of psychological distance. Using a general population sample (N = 291) in U.S., psychological distances of four media platforms (i.e., television, mobile, laptop, newspaper) are compared and the relationship between media usage motivations (perceived ease of use, perceived usefulness, usage frequency, emotional attachment, and compatibility) and psychological distance are examined. Results indicate that psychological distance varies across media types and the relationship between psychological distance and media usage motivations is mostly positive.

• Jong-Hyuok Jung(Texas Christian University, USA)
• Dong Hoo Kim(University of North Carolina-Chapel Hill, USA)
• Yongjun Sung(Korea University, Republic of Korea)
• Jungah Lee( Korea University, Republic of Korea) | Jungah Lee