Exploring Multi-Screen Use Behavior through Non-Conscious Self-Regulation

Despite, emergence of multi-screen phenomenon recently which has opened doors for various research opportunities in several fields, not much research has been done specifically targeting multi-screen usage behavior. Multi-screening has a range of implications in a number of fields. Understanding consumer's motivation for using multiple screens is vital for literature and firms. The present research investigates people's use of multi screens in a motivational context through perspective of non-conscious self-regulation. Smart PLS has been used for SEM based analysis of the empirical sample collected from University students located in different cities of China. The study finds that non-conscious self-regulation has a significant impact on people's use of multiple screens implying that multi-screening behavior is partially influenced by non-conscious and automatic behavioral responses.