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ERIC Number: ED557378
Record Type: Non-Journal
Publication Date: 2014-Oct
Pages: 7
Abstractor: As Provided
ISBN: 978-989-8533-23-4
The Effects of Frequency of Media Utilization on Decision Making of Media Choice
Gotoh, Yasushi
International Association for Development of the Information Society, Paper presented at the International Conference on Cognition and Exploratory Learning in Digital Age (CELDA) (11th, Porto, Portugal, Oct 25-27, 2014)
The purpose of this study is to use the Analytic Hierarchy Process in order to identify how frequency of media use in daily life affects decision-making in media choice. 276 university students took part in this research, They were asked to prioritize their ways of obtaining information about current affairs using sets of media such as TV, books, newspapers, webpages, Twitter and Facebook. Multiple regression analysis showed a clear relationship between frequency of media use in daily life and decision-making in media choice. It was suggested that frequency of media use in daily life affects decision- making in media choice. For example, even in aspects where it would be appropriate to obtain information from books, the high web using group tends to select the web. Information about these students' tendencies is useful as metacognitive knowledge. [This work was supported by JSPS KAKENHI Grant Number 24501179. For the complete proceedings, see ED557311.]
International Association for the Development of the Information Society. e-mail:; Web site:
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: Japan Society for the Promotion of Science (JSPS)
Authoring Institution: N/A
Identifiers - Location: Japan