Titel: | The Gratification Niches of Personal E-mail and the Telephone : Competition, Displacement, and Complementarity; Competition, Displacement, and Complementarity |
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Beteiligte: | , , |
In: | Communication Research, 27, 2000, 2, S. 227-248 |
veröffentlicht: |
SAGE Publications
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Medientyp: | Artikel, E-Artikel |
Umfang: | 227-248 |
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ISSN: |
0093-6502
1552-3810 |
DOI: | 10.1177/009365000027002005 |
veröffentlicht in: | Communication Research |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<jats:p> The theory of the niche predicts that a new medium will compete with established media for consumer satisfaction, consumer time, and / or consumer advertising dollars. Competition between e-mail and telephone use was measured in this study at the level of gratifications derived by consumers. Gratifications and gratification opportunities (consumers' beliefs that a medium allows them to obtain greater opportunities for satisfaction) were derived from an analysis of open-ended questions. A second sample was interviewed by telephone and rated both mediums on gratification and gratification-opportunity scales. Forty-eight percent of respondents reported using the phone less since they adopted e-mail. Results indicate that a wider spectrum of needs is being served by the telephone, whereas e-mail provides greater gratification opportunities. The results indicate competition, but also indicate that the two mediums are not close substitutes. </jats:p> |