Table 2 Relational structure based on concepts from axial coding
Concepts | Implication | Relationship |
|---|---|---|
Digital communication awareness | Internal factor and antecedent factor | Awareness–behavior–attitude |
Initiative of cultural communication | External situational factor | Awareness–behavior |
Adaptability of digital technology | Internal situational factor | Awareness–behavior |
Audience acceptance and cognition | External situational factor | Awareness–behavior |
Uncontrollable factors | Regulatory factor | Behavior–attitude |