Browse > Article
http://dx.doi.org/10.9717/kmms.2020.23.10.1331

Social Viewing Motivations, Satisfaction, and Continuous Use Intention: Moderating Effects of Communication Behavior  

Cho, Eunyong (Dept. of Communication and Media, Ewha Womans University)
Lim, Sohye (Dept. of Communication and Media, Ewha Womans University)
Publication Information
Journal of Korea Multimedia Society / v.23, no.10, 2020 , pp. 1331-1338 More about this Journal
Abstract
Social viewing has become an increasingly common viewing pattern by combining SNS use with video-watching. Accordingly, social viewing has attracted much scholarly attention, but a more comprehensive understanding of the process and effects of social viewing is warranted. For this, this study incorporated social viewing motivations, viewer satisfaction, and the continuous use intention, taking the viewer's communicative behavior into account as a possible moderator. This study conducted an online survey (N=334). Among four motivations, enjoyment, sharing and expression were significant predictors of program and communication satisfaction. Information, however, was only associated with program satisfaction but not with communication satisfaction. The moderating effects of three communication behaviors, production, sharing, and reception, were discussed in the relationship between user motivations and viewing satisfaction and continuous use intention. Production behaviors played a significant moderating role in between enjoyment, information, sharing, and communication satisfaction. Sharing moderatied information, sharing, and program satisfaction, whereas reception was not a significant moderator.
Keywords
Social Viewing; Motivation; User Satisfaction; Continuous Use Intention;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Y. Choi, “Combining TV Viewing and Online Conversation: Explicating the Concept of Social Viewing and Its Effects,” Korean Journal of Broadcasting and Telecommunication Studies, Vol. 28, No. 4, pp. 315-355, 2014.
2 K. Park and M, Cho, “The Effects of Bloggers’ Motivations on SNS Satisfaction,” Korean Journal of Journalism and Communication Studies, Vol. 48, No. 5, pp. 270-294, 2004.
3 C. Lee, “Mediation Effects of Personality Traits on Media Use Satisfaction and Enjoyment in Secondscreening,” Korean Journal of Jouranlism and Communication Studies, Vol. 58, No. 2, pp. 417-446, 2014.
4 J. Cho, “Social Media Users’ Motivations on Continuous Usage: Twitter and Facebook,” Korean Journal of Advertising and Public Relations, Vol. 15, No. 4, pp. 238-272, 2013.
5 Y. Kim, Effects of Social Viewing Combined with Social Network Service, Ph.D. Dissertation of Chungang University, 2015.
6 C. Park, Interaction Effects of Social Viewing Motivations: User Satisfaction and Continued Use, Ph.D. Dissertation of Seoul Tech University, 2015.
7 P. Cesar and D. Geerts, "Present, and Future of Social TV: a Categorization", Proceeding of Consumer Communications and Networking Conference, pp. 347-351, 2011.
8 M. Kang and S. Lee, “Multimedia Users’ Behaviors and Characteristics,” The Korean Journal of Advertising, Vol. 18, No. 4, pp. 7-31, 2007.
9 D. Shin and H. Kim, “Analsye of Social Viewing User Experiences,” Korean Journal of Contents, Vol. 14, No. 12, pp. 112-122, 2014.   DOI
10 Viacom, When Networks Network: TV Gets Social(2014), http://ir.viacom.com/releasedetail.cfm?ReleaseID=766267 (accessed Apr., 10, 2020).
11 H. Shim and K. Yoo, “Association between Social Media Use and TV Viewing,” Broadcasting and Communication, Vol. 15, No. 1, pp. 5-49, 2014.
12 N. Park and E. Nahm, “Effects of Blog User’s Motivations on Journalism Role Perception and Activities,” Korean Journal of Journalism and Communication Studies, Vol. 52, No. 1, pp. 334-358, 2008.
13 H. Shin and K. Kim, “Factors Affecting Portal Sites’ Continuous Use Intention,” Korean Information System Research, Vol. 19, No. 3, pp. 35-58, 2000.
14 E. Hahn, “When TV Meets Social Media: Social TV and Broadcasters’ Strategies,” Information, Telecommunication, and Broadcasting Policy, Vol. 25, No. 8, pp. 1-22, 2013.
15 M. Shim, “Analysis of Channel Switching Behaviors,” Korean Journal of Journalism and Communication Studies, Vol. 45, No. 1, pp. 195-231, 2000.
16 J. Park, “Relationship between Homeshopping Broadcasting Channel Image and Channel Loyalty, Purchase Intention,” Broadcasting Research, Vol. 25, No. 6, pp. 251-268, 2014.
17 Y. Choi and S. Kwon, “Factors of Social Presence in Social Viewing and the Effects of Social Presence on Viewing Satisfaction,” Korean Journal of Broadcasting and Telecommunication Studies, Vol. 29, No. 5, pp. 242-276, 2015.
18 H. Lee, Empirical Study on Factors for Social TV Viwing: Demographic Variables, Life Style, Use Motivations, Master Thesis of Yonsei University, 2015.
19 J. Cho, “Effects of Social Media Use Motivations on Sustainable Behaviors: Comparison between Twitter and Facebook Users,” Korean Journal of Broadcasting and PR, Vol. 15, No. 4, pp. 238-272, 2013.
20 Y. Yang, Effect of Flow Experience in Social Media Interaction on Continuous Use Intention: Moderating Effects of Destination Choice, Ph.D. Dissertation of Sejong University, 2014.
21 S. Kwon and J. Woo, “Blog Media Research: A Study of Motivation, Gratification, and Cognitive Styles of the Blod Media,” Korean Journal of Broadcasting and Telecommunication Studies, Vol. 19, No. 2, pp. 419-460, 2005.
22 M. Nahm, E. Lee, and S. Shin, "A Method for User Sentiment Classification using Instagram Hashtags," Journal of Korean Multimedia Society, Vol. 18, No. 11, pp. 1391-1399.
23 H. Shim and Y. Hwang, “A Study on Microblogging User Motivations: Case of Twitter,” Korean Journal of Broadcasting and Telecommunication Studies, Vol. 24, No. 2, pp. 192-233, 2010.