Media multitasking: How visual cues affect switching behavior

Personality Traits and Family SES Moderate the Relationship between Media Multitasking and Reasoning Performance

The prevalence of media multitasking has raised concerns regarding its potential impact on cognitive abilities. Despite increasing attention given to this topic, there remains no consensus on how media multitasking is related to cognitive performance. This study aims to shed light on this issue by examining whether and how personality traits and family socioeconomic status (SES) moderate the relationship between media multitasking and reasoning performance. To this end, a large sample of university students (n = 777) completed a battery of measures, including the Raven's Advanced Progressive Matrices, the Media Multitasking Inventory, the Big Five Inventory, the Barratt Impulsiveness Scale, the Grit Scale, and the Family SES Questionnaire. Results revealed a negative correlation between media multitasking and reasoning performance. However, this relationship was substantially moderated by conscientiousness, extraversion, openness, and family SES. Specifically, media multitasking was more detrimental to reasoning performance among individuals with lower levels of conscientiousness, extraversion, openness, and family SES, whereas it was less detrimental to counterparts with higher levels of these personality traits and family SES. The proposed moderation model, for the first time, not only offers novel insights into the theoretical accounts regarding how media multitasking relates to cognitive abilities, but also identifies the protective factors that may buffer the negative impacts of media multitasking.

Information confusion as a driver of consumer switching intention on social commerce platforms: a multi-method quantitative approach

Purpose

On the basis of the approach-avoidance motivation theory, this study aims to examine the role of information confusion in influencing consumer switching intention among social commerce platforms, with the mediating effect of emotional exhaustion and the moderating role of social overload.

Design/methodology/approach

This study applied a multi-method quantitative approach including a survey and two experiments. Data were obtained from consumers on popular social commerce platforms in China. The survey's sample size was 327 respondents, whereas a total of 1,621 consumers participated in the two experiments.

Findings

Findings from the survey reveal that information confusion affects switching intention directly and indirectly via emotional exhaustion. Moreover, social overload moderates the emotional exhaustion–switching intention relationship and the indirect impact of information confusion on switching intention. Results of the two experiments further confirm the relationships found in the survey.

Originality/value

This study develops and validates a mediation and moderation model which expectedly serves as a framework to better explain consumer switching intention on social commerce platforms. The study also offers fresh insights into consumer switching intention in the unique context of social commerce in an emerging market (i.e. China), which has been largely ignored in the prior literature.

A theory of multiformat communication: mechanisms, dynamics, and strategies

Extant communication theories predate the explosion of digital formats and technological advances such as virtual reality, which likely explains their predominant focus on traditional and format-level (e.g., face-to-face, email) rather than digital or characteristic-level (e.g., visual cues, synchronicity) design decisions. Firms thus lack insights into how to create and use emerging digital formats, individually or synergistically. To establish a holistic framework of bilateral multiformat communication for relationship marketing, this article reviews communication theory to establish a foundation for understanding multiformat communication and to identify any gaps (e.g., AI agents, simulated cues). The authors then review bilateral communication research in light of the identified theoretical gaps, to inform their framework. Finally, by decomposing these formats according to six fundamental characteristics, they predict how each characteristic might promote effective, efficient, and experiential communication goals, in light of distinct message, temporal, and dyadic factors. Ultimately, these combined insights reveal an overarching framework, with characteristic-level propositions grouped into five key themes, that can serve as a platform for academics and managers to develop multiformat communication theory and relationship strategies.

SUPPLEMENTARY INFORMATION

The online version of this article (10.1007/s11747-020-00750-2) contains supplementary material, which is available to authorized users.