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Masters Thesis FINAL COPY PDF.pdf (660.63 KB)

ETD Abstract Container

Abstract Header

A cross generational analysis of factors which predict media non-use behavior in adults: Cord-cutting.

Nelson, Ashley L
http://rave.ohiolink.edu/etdc/view?acc_num=akron1538074897429273

Abstract Details

, Master of Arts, University of Akron, Communication.
The existing body of audience research literature is lacking when considering factors which predict media non-use behavior. Today’s convergent media environment affords consumers numerous options when selecting how to engage with video consumption. This study incorporated uses and gratifications, Theory of Planned Behavior, and structural variables to measure factors which predict non-use, or cord cutting, behavior across three generations (Baby Boomers, Generation Xers, and Millennials). Results indicated that in general, five factors predicted 12.8% of variance in cord cutting behavior: annual income, access to a tablet, preference of religious programming, preference of sports, and habit of watching television on multiple devices. Findings suggest that no single theoretical construct explains factors which determine one’s decision to cut the cord. Further investigation is needed to understand and explain video consumption and media non-use, cord cutting, behavior.
Tang Tang, Dr. (Advisor)
Heather Walter, Dr. (Committee Member)
Kathleen Clark, Dr. (Committee Member)
Communication
streaming media services; video consumption; television media

Recommended Citations

Citations

  • Nelson, A. L. (2018). A cross generational analysis of factors which predict media non-use behavior in adults: Cord-cutting. [Master's thesis, University of Akron]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=akron1538074897429273

    APA Style (7th edition)

  • Nelson, Ashley. A cross generational analysis of factors which predict media non-use behavior in adults: Cord-cutting. 2018. University of Akron, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=akron1538074897429273.

    MLA Style (8th edition)

  • Nelson, Ashley. "A cross generational analysis of factors which predict media non-use behavior in adults: Cord-cutting." Master's thesis, University of Akron, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=akron1538074897429273

    Chicago Manual of Style (17th edition)

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This open access ETD is published by University of Akron and OhioLINK.