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http://dx.doi.org/10.5392/IJoC.2020.16.2.065

The Impact of the Audience's Continuance Intention Towards the Vlog: Focusing on Intimacy, Media Synchronicity and Authenticity  

Wang, Xianya (Department of Media and Communication Sungkyunkwan University)
Chang, Byenghee (Department of Media and Communication Sungkyunkwan University)
Publication Information
International Journal of Contents / v.16, no.2, 2020 , pp. 65-77 More about this Journal
Abstract
The purpose of this study was to examine the impacts of the audience and vlog creator's self-disclosure, media synchronicity (immediacy of feedback, variety of symbol set), as well as content authenticity on the intimacy between the vlogger and the audience and continuance intention of the audience. The participants of the online survey were young Chinese females, instructed to practice their routine of watching vlog and the fixed vlog channels. By the interpersonal process of intimacy model and media synchronicity theory, the results of the structural equation modeling revealed that self-disclosure (audience's disclosure) and partner responsiveness (vlogger's disclosure) form the experience of intimacy in interactions. Also, the quick immediacy of feedback, rich symbol set, and content authenticity positively impacted intimacy development. Meanwhile, intimacy enables the audience to form a continuous viewing behavior. We expect the results of this study will provide more insight into the relationship between the audience and the producer in online video content. In terms of the personal media influencers and MCN companies, this study is also suggests strategic implications.
Keywords
Vlog; Self-disclosure; Intimacy; The interpersonal process model of intimacy; Media synchronicity; Authenticity; Continuance intention;
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