Predicting Critical Acceptance of Media Information from Media Usage Patterns: A Random Forest and SHAP Approach

Key Points

• This study aims to analyze how individual media usage behaviors relate to critical acceptance of media information.
• Utilized 2023 media panel survey data.
• Included variables such as media usage metrics, digital transformation awareness, privacy concern, and demographic traits.
• Applied Random Forest modeling for prediction and SHAP for variable importance analysis.
• Privacy concern and usage of smart devices contributed significantly to predictive power.
• Time spent on social media and activity frequency were also identified as major factors.
• The contribution of some variables varied depending on their value levels.