This paper empirically explores the attributes associated with Internet-based e-media using the survey data collected from the consumers in Hong Kong. It has been found that perceived convenience, user-friendly interface, contents, efficiency and image significantly influence perceived usefulness of Internet-based e-media. In addition, self-efficacy and design characteristics are positively associated with perceived ease of use of Internet-based e-media. Moreover, these attributes together with subjective norms considerably explain consumer attitudes and intentions to use Internet-based e-media. The findings have practically useful implications for managing Internet-based e-media and developing new media in different contexts.
Liao, Ziqi; Shi, Xinping; and Hung, Bill Wan-Sing, "Internet-based e-Media and Consumer Attitudes: An empirical Research" (2007). ICEB 2007 Proceedings (Taipei, Taiwan). 58.