Adoption of Multi-screen Multitasking in Young Generation of China

Abstract

Presently, people are increasingly becoming screen jugglers and frequently involving multitasking through multiple screens. The current study is focused on explaining multi-screen multitasking behavior of the younger generation in China. People like to self-regulate their routine behaviors to be productive and organized. Recent research in social psychology suggests that self-regulation occurs both deliberately and intuitively. This dual system approach of self-regulation promotes the idea that both reflective and impulsive forces are involved in determining human behavior. Owing to this conception, the present research opted for a dual system approach of self-regulation as the theoretical basis. Empirical data has been collected from university students in China and a total of 345 responses have been used for the analysis which has been performed through structural equation modeling in SmartPLS 3.0. The results indicate that the factors of both deliberative and automatic self-regulation are effective in determining multi-screen multitasking behavior.