Modeling relevance of mobile communication services by social setting dimensions

• Main Authors: Menichelli, Elena, Ling, Richard
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2019
• Subjects: Consumers’ Preferences; Check-all-that-apply; Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/85535; http://hdl.handle.net/10220/49238
• Institution: Nanyang Technological University

There is little research examining the confluence of what communication channel is used for which purpose with which person. This study examines the “setting” for communication that includes what is communicated (e.g. positive or negative messages), the nature of the relationship (close versus distant), and the information channel. The respondents to a web-based questionnaire (n = 627) were Norwegian smartphone users aged 16–35 years. Respondents evaluated mobile communication services that they used in specific social settings by “checking off” all that apply. Two methods of analysis are used to examine the material. First, a Principal Component Regression validated the main method, namely a mixed model for the Analysis of Variance. Results show the probability of using a mobile communication service is based on the effects of social group, communication purpose, communication channel, and their interaction. The relationship to the interlocutor was found to have the strongest effect on channel choice.