新媒体外文翻译文献

文献信息：

文献标题：The effect of new media on consumer media usage: An empirical study in South Korea（新媒体对消费者媒体使用的影响：韩国的实证研究）国外作者：ongRoul Woo，Jae Young Choi，Jungwoo Shin，Jongsu Lee 文献出处：《Technological Forecasting and Social Change》,2014,89(1):3-11字数统计：英文2191单词，12445字符；中文4024汉字

外文文献：

The effect of new media on consumer media usage:

An empirical study in South Korea

Abstract The advent and proliferation of the Internet (a form of new media) have heavily influenced consumers' media usage behavior and a number of other social, political, cultural, and economic outcomes. The recent introduction of smart mobile media, including smartphones and tablets, is expected to similarly affect these issues. This study empirically analyzes how the advent of the Internet and smart mobile media affects Korean consumers' media usage behavior, seeking to provide a means to anticipate the ripple effect to societal outcomes related to the evolution of new media in Korea. We modeled consumers' media usage behavior and conducted preference and simulation analyses using data gleaned from a survey of consumers' media behavior and a Multiple Discrete-Continuous Extreme Values (MDCEV) model. The results of the analyses illustrate how consumer preferences regarding old and new media differ in terms of sociodemographic variables. Moreover, the analyses revealed that whereas the advent of the Internet has negatively influenced consumers' use of old media, the arrival of smart mobile media has had a synergistic effect on television use. As a result, the advent of mobile media increased the use of television, but decreased use of other forms of old media.

Keywords:New media; Media usage behavior; Preference analysis; Scenario

analysis; Multiple Discrete-Continuous Extreme Value model

1.Introduction

Media are continuously evolving (St?ber, 2004). Although early forms of media (e.g., mail, telegram, telephone) were used primarily to exchange simple messages, the advent of mass media like newspapers and magazines allowed media to be used to deliver vast amounts of information to a large and unspecified audience. When electronic media like radio and TV became popular during the early 20th century, they were used to delivera substantial amountof informationto recipientsin real time. Most recently, however, digital media (e.g., the Internet, mobile technology) have fundamentally altered the media environment. Specifically, the advent of digital media has facilitated the fast and easy consumption, retention, and sharing of a significant amount of information between multiple users.

To differentiate these from analog media, such as newspapers, magazines, radio, and television, many scholars and professionals have referred to digital media as “new media.”Although researchers have defined new media in a wide variety of ways, we define new media as digital media capable of saving, handling, delivering, and exchanging information through digital binary codes (Negroponte, 1996; Flew, 2002; Manovich, 2003; Jenkins, 2006). The emergence of new media has become institutionalized in our society, fundamentally changing our methods of exchanging information and the consumer behaviors of media usage. It has also had a significant effect on many social, political, cultural, and economic activities (St?ber, 2004).

Researchers have long-studied the influence of media evolution on societal outcomes, with a particular emphasis on the advent and proliferation of the Internet. Some of the most notable studies in this domain have explored the influence of the Internet on traditional media usage (Bromley and Bowles, 1995; Mokhtari et al., 2009), social relations (Haythornthwaite, 2002; Brignall and Van Valey, 2005; Amichai-Hamburger and Hayat, 2011), the economy (Litan and Rivlin, 2001; Lucas and Sylla, 2003), politics (Farrell, 2012), education (Agarwal and Day, 1998; Arsham, 2002), and corporate marketing (Avlonitis and Karayanni, 2000; Hennig-Thurau et al.,

2010).

The arrival and development of new media in the 21st century have put pressure on companies and governments to understand the Internet and use it in accordance with their specific objectives. For example, companies largely sought to leverage the Internet to maximize the effectiveness of their marketing efforts. Similarly, governments sought to use the Internet to efficiently publicize policies. Given the extent to which organizations in both the private and public sectors have used the Internet to achieve specific objectives, many researchers have worked to identify the implications of their Internet usage. For example, Bhatnagar and Ghose (2004) found that Internet retailers could use customers' Internet search patterns according to demographic characteristics and product types to cultivate store loyalty among those customers. Naik and Peters (2009) also illustrated Internet use for marketing purposes, empirically showing that the development of a marketing scheme that is comprised of the appropriate mix of print-, television-, radio-, and Internetbased messages can efficiently build customer loyalty. In a similar vein, Lin et al. (2013) analyzed consumers' simultaneous usage of these four media types and found that media campaigns that leverage both old and new media are most effective.

Similar to the Internet, the recent introduction of personal mobile smart devices has contributed to the evolution of media usage. This is particularly notable, given that smart device usage is spreading at a faster rate than older media (MIT Technology Review, 2012). This proliferation of new media will allow people to easily access and share massive amounts of digitized information anywhere and at any time.

Despite these developments, most research in this domain has been focused on predicting and measuring the preference and demand for smart media products and services (Chen and Hsieh, 2012; Choi et al., 2013; Park et al., 2013; Lee, 2014). Though useful in its own right, this line of research has failed to consider the ways in which the development of new media has affected a number of salient socioeconomic outcomes. To address this gap, we analyze the ways in which Internetbased new media, digital media broadcasting (DMB), and older forms of media (e.g., magazines, television) affect certain societal outcomes. Specifically, in this paper, we use a

Multiple Discrete-Continuous Extreme Value (MDCEV) model and scenario simulations to investigate Korean consumers' media usage, designed to forecast the socioeconomic effects related to the evolution of new media.

In addition, we explore how the emergence of new media affects the use of old media. Jenkins (2006) argued that new media has a tendency to incite drastic changes. For example, when new media emerge, they tend to displace old media, changing consumers' media consumption habits. Therefore, before it is possible to understand the socio-economic effects of new media emergence, it is first necessary to explore and understand changes in consumers' media usage behavior resulting from the advent of the Internet and other digital media.

2.Background

2.1.Definition and classification of new media

Researchers have defined new media in a number of different ways, so there is currently no consensus with regard to how to conceptualize new media. For the purposes of the current study, we define new media as digital media capable of saving, handling, delivering, and exchanging information through digital binary codes. This definition suggests that new media facilitate not only the free exchange of digitalized information in compressed form, but also user interaction. Using this definition as a guide, and in accordance with definitions proposed by Jenkins (2006), we can categorize computers, the Internet, and smart mobile devices as new media. Comparatively, we can categorize print, television, and radio as old media. For the purposes of this research, we will analyze consumers' usage behavior for seven forms of media: newspapers, magazines, radio, television, computer-based Internet, mobile Internet, and DMB. Using these definitions, we categorize newspapers, magazines, radio, and television as old media; and the Internet, mobile Internet, and DMB as new media.

2.2.New media usage in Korea

According to the International Telecommunication Union (2013), Korea ranks first in the world in information and communication technology readiness, usage, and

capability as of 2013. In addition, other organizations reported that Korea also ranked first in terms of Internet penetration (97.2%; Organisation for Economic Co-operation and Development, 2012), and second in terms of smartphone penetration (73.0%; Our Mobile Planet, 2013). These figures indicate that Korea is characterized by the most widespread and pervasive use of the Internet, smart devices, and other new media globally. As such, Korean consumers represent the most active group in terms of new media use. Given the degree to which the Korean population uses new media, new media-related industries experience continuous growth with the support of policies developed by the Korean government. The Korean case allows an illustration of the changes in media usage following the diffusion of new media, therefore facilitating a forecast of changes in the social, political, cultural, and economic dynamics of the country.

3.Model specifications

This study uses Bhat's (2005, 2008) Multiple DiscreteContinuous Extreme Value (MDCEV) to analyze consumers' media usage behavior. The MDCEV model consists of the utility according to the consumers' choice and its corresponding usage in combination under random utility theory. The MDCEV model considers both product choice and usage behavior simultaneously, and is used in various fields. Its use is especially widespread in the transportation field to model household vehicle type holdings and its mileage (e.g., Bhat and Sen, 2006; Ahn et al., 2008; Shin et al., 2012). This study uses the MDCEV model to analyze consumer's media choice and usage time together. More specifically, we leveraged a mixed MDCEV model, which reflects heterogeneity among consumers' media preferences and usage through distribution to each parameter (Bhat, 2005, 2008; Ahn et al., 2008; Shin et al., 2012).

The mixed MDCEV is difficult to estimate with classical maximum likelihood methods. Therefore, we used a Bayesian estimation method to accommodate the computational complexity of the estimation process associated with the mixed MDCEV. The advantage of the Bayesian estimation method is that it is capable of solving local optimal solution problems using the initial value. In contrast, the

maximum likelihood estimation method is a classical estimation method (Allenby and Rossi, 1998; Huber and Train, 2001; Edwards and Allenby, 2003; Train, 2003). Bhat (2005, 2008) published detailed information about the MDCEV model.

4.Concluding remarks

The introduction of new media has affected consumer media usage behavior in a number of ways. In addition, the recent emergence of smart mobile media has significantly affected the dynamics of the current media market. Given these effects, we sought to provide a means for forecasting the effects of introducing new media into an existing media market as well as how the introduction of new media could affect the ways in which communication technologies evolve. Specifically, we leveraged MCR data in an MDCEV model toanalyze(a) consumer preferences for old and new media alternatives, and (b) the ripple effect of the introduction of new media on the existing media market.

Our results revealed that generally, consumers are more interested in emergent mobile media (e.g., mobile Internet and DMB) than other forms of media. More specifically, our results showed that younger consumers tend to gravitate towards mobile Internet, DMB, and radio because they are familiar with mobile devices. Given this, when the Korean government or companies promote new policies or products/services to younger consumers, it may be useful for them to use mobile media as the primary communication channel. Our results also showed that consumers with more education tended to prefer Internet and print media, indicating that these channels are important conduits for circulating information forthe educated. In addition, consumers with higher household incomes tended to report a preference for using the Internet and mobile Internet media. Similarly, early adopters indicated that they preferred to use, in order of decreasing preference, mobile Internet, traditional Internet, and television. Consumers with higher levels of brand-loving tendency reported a preference for mobile Internet, television, traditional Internet, print media, and DMB. Taken together, these results provide useful guidance for companies to effectively engage with target audiences in the era of new media. Finally, our

estimation of satiation parameters indicated that mobile media alternatives have greater market potentialthan those that cannot be used in a mobilesense.

Further, our scenario analyses showed that the introduction of the Internet and mobile media generally negatively affects consumer usage of television, radio, and print media. Although they both have this effect, the introduction of the Internet into an extant media market has more substantial effects than the introduction of mobile media. Interestingly, our analyses suggested that when mobile media are introduced, the likelihood of a consumer choosing or using traditional Internet, radio, and print media decreases, but the probability of choice and usage for television increases. This result may indicate that Internet usage patterns have partially shifted from the personal computer context to the mobile context. This result may also suggest that there exists a synergistic effect between mobile media and television, as high-quality content can be used on these two media in concert.

Although our results provide a wealth of useful information for government organizations and companies related to targeted marketing and media usage, this study is subject to a few limitations. First, the introduction of new media into extant media markets can generate substitution and complementary relationships between old and new media. However, the MDCEV model employed to perform the analyses was unable to account for these relationships directly. Moreover, our scenario analyses only evaluate substitution and complementary relationships between old and new media indirectly. Second, although Korean mobile media consumption has grown exponentially since 2011, we were unable to account for this growth in our analysis due to the lack of current data. In spite of these shortcomings, the results of this study can be used effectively to establish government policies or market products and services in countries in which new media are pervasive.

中文译文：

新媒体对消费者媒体使用的影响：韩国的实证研究

摘要互联网的出现和传播（一种新媒体的形式）严重影响了消费者的媒体使用行为和其他一些社会、政治、文化和经济成果。最近推出的智能移动媒体，包括智能手机和平板电脑，预计将同样影响这些问题。本研究实证分析了互联网和智能移动媒体的出现对韩国消费者的媒体使用行为的影响，试图提供一种手段，以预测与韩国新媒体的演变有关的社会结果的连锁反应。我们模拟了消费者的媒体使用行为，并使用从消费者媒体行为和多重离散连续极值（MDCEV）模型中研究收集的数据，进行偏好和模拟分析。分析结果说明了，消费者对新旧媒体的偏好在社会人口学变量方面有何不同。此外，分析显示，虽然互联网的出现对消费者使用旧媒体产生了负面影响，但智能移动媒体的到来对电视使用产生了协同效应。因此，移动媒体的问世增加了电视的使用，但减少了其他形式旧媒体的使用。

关键词：新媒体；媒体使用行为；偏好分析；情景分析；多重离散连续极值模型

1.引言

媒体不断发展（St?ber，2004）。虽然早期的媒体形式（例如，邮件、电报、电话）主要用于交换简单的信息，但是像报纸和杂志这样的大众媒体的出现，使得媒体能够被用来向众多普通的观众提供大量的信息。当广播和电视等电子媒体在二十世纪初开始流行时，它们被用来实时向接收者提供大量信息。然而，最近，数字媒体（例如，互联网、移动技术）已经从根本上改变了媒体环境。具体来说，数字媒体的出现有助于在多个用户之间快速、方便地使用、保留和共享大量信息。

为了将这些与诸如报纸、杂志、广播、电视等模拟媒体区分开来，许多学者和专业人士都将数字媒体称为“新媒体”。虽然研究人员以各种方式定义了新媒体，但我们将新媒体定义为，通过数字二进制代码保存、处理、传递和交换信息的数字媒体（内格罗蓬特，1996；弗卢，2002；曼理维奇，2003；詹金斯，2006）。新媒体的出现已经成为我们社会的制度化，从根本上改变了我们交换信息的方法和媒体使用的消费行为。它还对许多社会、政治、文化和经济活动产生了重大影响（St?ber，2004）。

研究人员长期以来一直在研究媒体演变对社会结果的影响，特别强调了互联网的出现和传播。在这一领域的一些最著名的研究已经探讨了互联网对传统媒体

使用（布罗姆利和鲍尔斯，1995；塔里等人，2009）、社会关系（哈森维特，2002；布里格纳尔和凡?威利，2005；阿米凯?汉堡和哈亚特）、经济（里坦和里夫林，2001；卢卡斯和西拉，2003）、政治（法雷尔，2012）、教育（阿格沃尔和戴，1998；奥沙门，2002）和企业营销（阿夫洛尼蒂斯和凯瑞威利，2000；亨尼希?图劳等人，2010）的影响。

二十一世纪新媒体的到来和发展，给企业和政府带来了压力，迫使他们了解互联网，并根据其特定目标使用互联网。例如，企业主要是试图利用互联网来最大限度地发挥其营销工作的有效性。同样，政府也试图利用互联网来有效地宣传政策。鉴于私营和公共部门的组织在很大程度上都利用互联网来实现特定目标，许多研究人员一直致力于确定其互联网使用的影响。例如，巴特纳格尔和戈斯（2004）发现，互联网零售商可以根据人口特征和产品类型，利用客户的互联网搜索模式，来培养这些客户对店铺的忠诚度。奈克和彼得斯（2009）也指出了互联网用于营销的目的，经验表明，开发一个营销方案，包括适当的报纸、电视、广播和网络信息的组合，能够有效地建立客户的忠诚度。与此类似，林等人（2013）分析了消费者同时使用这四种媒体类型，发现利用新旧媒体联合进行媒体宣传活动最为有效。

与互联网相似，最近推出的个人移动智能设备也促成了媒体使用的演变。这一点尤其值得注意，因为智能设备的使用速度比旧的媒体传播速度更快（麻省理工学院技术评论，2012）。这种新媒体的激增将使人们能够随时随地轻松访问和分享大量的数字化信息。

尽管有这些发展，但在这一领域的大多数研究都集中在预测和衡量智能媒体产品和服务的偏好和需求方面（陈和谢，2012；崔等人，2013；帕克等人，2013；李，2014 ）。虽然这些研究本身是有益的，但这一研究路线并没有考虑到新媒体的发展对一些显著的社会经济结果产生的影响。为了填补这一空白，我们分析了基于互联网的新媒体，数字多媒体广播（DMB）和老式媒体（如杂志、电视）对某些社会结果的影响。具体来说，在本文中，我们使用了多重离散连续极值（MDCEV）模型和场景模拟来研究韩国消费者的媒体使用情况，旨在预测与新媒体演变有关的社会经济效应。

此外，我们还探讨了新媒体的出现如何影响旧媒体的使用。詹金斯（2006）