ABSTRACT
The most important outcome of the net area is providing rapid accessibility to lots of information. However, the outcome constrains individuals to select relevant informations from the huge information source against the limited time. Therefore, media multitasking became widespread as a way of coping with the problem. Thus, individuals use information and communication technologies and their functions simultaneously. Some variables predicting this kind of using of information and communication technologies are reported by the literature. The variables are audience-based (e.g., socio-demographic, psychological), media-based (e.g. media ownership) and motivations for multitasking preference. In the current study, all of the variables examined theoretically via some of the conceptual models in the literature.
Keywords: media multitasking, media ownership, motivation, need for cognition, sensation seeking