Factors Influencing Viewing Behavior in Live Streaming: An Interview-Based Survey of Music Fans
| العنوان: | Factors Influencing Viewing Behavior in Live Streaming: An Interview-Based Survey of Music Fans |
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| المؤلفون: | Sang Woo Lee, Minjeong Ham |
| المصدر: | Multimodal Technologies and Interaction, Vol 4, Iss 50, p 50 (2020) Multimodal Technologies and Interaction Volume 4 Issue 3 |
| بيانات النشر: | MDPI AG, 2020. |
| سنة النشر: | 2020 |
| مصطلحات موضوعية: | Service (business), V Live, Computer Networks and Communications, lcsh:T, 05 social sciences, Neuroscience (miscellaneous), 050801 communication & media studies, Advertising, Live streaming, lcsh:Technology, Social relation, Computer Science Applications, Human-Computer Interaction, Entertainment, fanship, 0508 media and communications, live streaming service, 0502 economics and business, participation, 050211 marketing, lcsh:Q, Psychology, lcsh:Science, Uses and gratifications theory |
| الوصف: | V Live is a live-streaming service made by South Korean IT company in August 2015. The service provides diverse video contents specific to entertainment content. Most of V Live users are K-pop fans, and they actively express emotions on V Live content by writing comments, pressing &ldquo hearts&rdquo and sharing video content. Based on Uses and Gratifications theory, this study investigated why people use live streaming service, and the factors influencing users&rsquo viewing behavior in live streaming. We conducted an in-depth interview with V Live users. Based on the results of the interview, an online survey was conducted. As a result, six factors&mdash &ldquo Interpersonal relationship motivation&rdquo Social presence motivation&rdquo Celebrity support motivation&rdquo Celebrity presence motivation&rdquo Social interaction motivation&rdquo and &ldquo Differentiation motivation&rdquo &mdash were derived as motivations to use V Live. While &ldquo among V Live use motivations that have been shown to mediate the relationship between fans&rsquo fanship and V Live viewing time, all motivations using V Live have been shown to mediate the relationship between fans&rsquo fanship and V Live viewing participation. |
| وصف الملف: | application/pdf |
| اللغة: | English |
| تدمد: | 2414-4088 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_dedup___::2478913efa479b3dc415a53302d887e9 https://www.mdpi.com/2414-4088/4/3/50 |
| Rights: | OPEN |
| رقم الانضمام: | edsair.doi.dedup.....2478913efa479b3dc415a53302d887e9 |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 24144088 |
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