Understanding Tablet Consumers: Exploring the Factors That Affect Tablet and Dual Mobile Device Ownership
Document Type
Article
Publication Date
5-3-2016
Keywords
fsc2016
Abstract
This exploratory study surveyed 379 undergraduate students at a southeastern university to investigate the factors that contribute to the consumer ownership of tablets, iPads, and dual adoption of both a tablet and smartphone. It also examines the factors that may predict a consumer’s likelihood to own a tablet in the future, given their current status as a non-owner. The findings consistently demonstrate the importance of perceived tablet usefulness, microblogging social media usage, and computer commerce in affecting tablet, iPad, and dual mobile device ownership.
DOI
10.1177/1077699016644561
Publication Information
Chan-Olmsted, Sylvia and Shay, Ronen (2016). "Understanding Tablet Consumers: Exploring the Factors That Affect Tablet and Dual Mobile Device Ownership." Journalism and Mass Communication Quarterly 93.4, 857-883.
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