Browsing by Author "Bucy, Erik P."

Now showing 1 - 3 of 3

Conceptualizing media stimuli in experimental research: Psychological versus attribute-based definitions
(2007-10-01)
Tao, Chen-Chao
;
Bucy, Erik P.
;
傳播與科技學系
;
Department of Communication and Technology
This paper argues for a clearer conceptualization of media stimuli in experimental research and identifies 3 issues impeding our understanding of message processing. (a) assumptions bolstered by manipulation checks about homogeneity of response to media stimuli, (b) conflation of 2 different classes of variables-media attributes and psychological states, and (c) discrepancies between the conceptual model and operational-level hypotheses used to test research questions. To provide a more comprehensive framework for investigating media effects in experimental research, we argue for a clearer conceptual separation between message attributes and user perceptions and apply a mediation model of information processing to overcome the limitations of conventional approaches. Subjected to 2 empirical tests involving the assessment of Web-based media, the model finds an increase in explained variance in each instance.
Conceptualizing media stimuli in experimental research: Psychological versus attribute-based definitions
(2007-10-01)
Tao, Chen-Chao
;
Bucy, Erik P.
;
傳播與科技學系
;
Department of Communication and Technology
This paper argues for a clearer conceptualization of media stimuli in experimental research and identifies 3 issues impeding our understanding of message processing. (a) assumptions bolstered by manipulation checks about homogeneity of response to media stimuli, (b) conflation of 2 different classes of variables-media attributes and psychological states, and (c) discrepancies between the conceptual model and operational-level hypotheses used to test research questions. To provide a more comprehensive framework for investigating media effects in experimental research, we argue for a clearer conceptual separation between message attributes and user perceptions and apply a mediation model of information processing to overcome the limitations of conventional approaches. Subjected to 2 empirical tests involving the assessment of Web-based media, the model finds an increase in explained variance in each instance.
The mediated moderation model of interactivity
(2007)
Bucy, Erik P.
;
Tao, Chen-Chao
;
交大名義發表
;
National Chiao Tung University
This paper argues for enhanced consideration of third variables in interactivity research and proposes a "mediated moderation" model to bring increased sophistication to bear on the study of information technology effects. Interactivity, a central phenomenon in new media research, is an elusive concept that has enduringly intrigued and confused scholars. Extant conceptualizations have produced incomplete causal models and have generally ignored the effect of third variables. We conceptualize interactivity as technological attributes of mediated environments that enable reciprocal communication or information exchange, which afford interaction between communication technology and users, or between users through technology. Specifying roles for mediator and moderator variables, this paper proposes a model that incorporates interactive attributes, user perceptions (mediators such as perceived interactivity), individual differences (moderators such as Internet self-efficacy), and media effects measures to systematically examine the definition, process, and consequences of interactivity on users. Lastly, statistical procedures for testing mediated moderation are described.