Research On The Motivations Of Media Multitasking Behaviors Of Smartphone Users

Over the past decade,high-speed iterations of Internet communication technology have continuously changed our communication landscape,and various types of smart devices have enhanced the accessibility,portability,and mobility of our daily media and changed the way audiences use media.In addition,smartphones have become an aggregation which is one-screen but can simultaneously configured multimedia functionality through multiplexed hardware upgrades and software loading.Therefore,media multitasking has become more common on one-screen devices.Taking digital natives as research subjects,this paper aims to explore their motivations for cross app mediated multitasking behaviors,using smartphones to conduct media multitasking across applications,and to analyze the role of demographic factors and personal traits in influencing these motivations through empirical studies.A total of four core motivations including social interaction,information seeking,efficiency and entertainment are distilled through combining preliminary exploratory interviews with established research theories,while the demographic characteristics including gender,age,education backgrounds and screen time are comprehensively considered,and two personal traits including sensation seeking and smartphone addiction are added to construct a model with mediating effects.Based on questionnaire survey,SPSS 25.0 with its Process plug-in is used to make quantitative empirical analysis and assumptions on the valid sample data.It is found that socializing,information seeking and efficiency are the motives that a significant positive effect on behaviors media by the practice of media multitasking on smartphones among the Digital Native populations,with information seeking as the most central predictive motivation,and that all the motives mediate effects through sensation seeking,This in turn positively influences the behaviors of Digital Native groups’ behaviors of using smartphone for media multitasking,whereas the effect of entertainment motivation on their media multitasking behaviors was not significant.Moreover,the digital natives’ trait of sensation seeking also positively influence their media multitasking behavior via the mediate effect of smartphone addiction.Based on the above conclusions,this paper constructs and corrects the model of the effect of user motivation on smartphone media multitasking behavior and puts forward some suggestions for content dissemination of smartphones with user experience optimization across applications.