• Title/Summary/Keyword: Uses and Gratifications Theory

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A Study of Chinese Kung Fu Films based on the analysis of uses and Gratifications Theory

  • Huang, Xing;Lee, Jong-Yoon;Liu, Shanshan
    • International Journal of Contents
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    • v.18 no.1
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    • pp.40-55
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    • 2022
  • Kung fu films stand out among many types of films and are sought after by a large number of loyal audiences. In order to explore the mystery, we use the theory of uses and gratifications theory to study kung fu films in order to explore the audience's viewing needs of kung fu films In the existing research, most scholars adopt qualitative research and Chinese culture contained in kung fu movies. Few people use quantitative research, and this area of research is almost blank. Therefore, we conducted a quantitative research on kung fu films based on the methodology of uses and gratifications. The questions revolve around: Can kung fu movies meet audiences' needs? What is the purpose of watching a kung fu movie? After analysis with SPSS, interesting results emerged. In the regression analysis, we found that the psychological need for compensation has a positive impact on Viewing satisfaction, while the social need has a significant negative impact on viewing intention. At the end of the article, we also put forward my own solutions. We also hope to provide better suggestions for the development of Chinese kung fu films through my research, so as to make kung fu films more perfect.

Anonymous and Non-anonymous User Behavior on Social Media: A Case Study of Jodel and Instagram

  • Kasakowskij, Regina;Friedrich, Natalie;Fietkiewicz, Kaja J.;Stock, Wolfgang G.
    • Journal of Information Science Theory and Practice
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    • v.6 no.3
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    • pp.25-36
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    • 2018
  • Anonymity plays an increasingly important role on social media. This is reflected by more and more applications enabling anonymous interactions. However, do social media users behave different when they are anonymous? In our research, we investigated social media services meant for solely anonymous use (Jodel) and for widely spread non-anonymous sharing of pictures and videos (Instagram). This study examines the impact of anonymity on the behavior of users on Jodel compared to their non-anonymous use of Instagram as well as the differences between the user types: producer, consumer, and participant. Our approach is based on the uses and gratifications theory (U>) by E. Katz, specifically on the sought gratifications (motivations) of self-presentation, information, socialization, and entertainment. Since Jodel is mostly used in Germany, we developed an online survey in German. The questions addressed the three different user types and were subdivided according to the four motivation categories of the U>. In total 664 test persons completed the questionnaire. The results show that anonymity indeed influences users' usage behavior depending on user types and different U> categories.

Research on the Uses and Gratifications of Tiktok (Douyin short video)

  • Yaqi, Zhou;Lee, Jong-Yoon;Liu, Shanshan
    • International Journal of Contents
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    • v.17 no.1
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    • pp.37-53
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    • 2021
  • With the advent of the 5G era, smart phones and communications network technology have progressed, and mobile short video of people's life can be made, Of the new tools of communication, at present, China's social short video industry has shown rapid development, and the most representative of the short video app is Douyin (international version: Tiktok). Under the background of Uses and Gratifications Theory, this study discusse the relationship between Douyin users' preference degree, use motivation, use satisfaction and attention intention. This study divides the content of Douyin video into 10 categories, selects the form of an online questionnaire survey, uses SPSS software to conduct quantitative analysis of 202 questionnaires after screening, and finally draws the following conclusions: (1) The content preference degree of Douyin short video (the high group and low group) is different in users' use motivation, users' satisfaction degree and users' attention intention. ALL results are within the range of statistical significance.(2) Douyin users' video content preference degree has a positive impact on users' use motivation, users' satisfaction degree, and users' attention intention. (3) Douyin users' motivation has a positive impact on users' satisfaction and user' attention intention. (4) Douyin users' satisfaction degree has a positive impact on users' attention intention. Based on the research results, we suggest that Douyin platform pushes videos according to users' preferences. In addition, as the preference degree has an impact on users' motivation, satisfaction degree and attention intention of using the platform, it is important that the platform's focus should to pay attention to the preference degree of users. Collecting users' preferences at the early stage of users' entering the platform is a good way to learn from, and doing a good job of big data collection and management in the later operation.

A Study on the Factors Affecting the Intention to Purchase Digital Items (디지털 아이템 구매의 영향요인 연구)

  • Byun, Wan Soo;Park, Seong-Taek;Kim, Tae Ung
    • Journal of Digital Convergence
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    • v.10 no.11
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    • pp.243-251
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    • 2012
  • Digital items, considered as virtual assets, include avatars, accessories for the avatars, digital wallpapers, and game items, etc. The objective of this study is to examine the factors influencing the purchase of digital items. Factors, based upon Uses and Gratifications theory, including image making, self-expression, social awareness and fun-seeking, are introduced as salient variables for purchasing digital items. In addition, social identification and flow are also considered as key motivators. Statistical results indicates that social identification affects both flows and the intension to purchase digital items, and then flow next influences intension to purchase. It was also found that motives based upon Uses and Gratifications theory influences social identification, but have no impact on flow. As a conclusion, the academic and practical implications of these findings are also discussed.

Current Status and User Experiences of the Science-Related YouTube Services by Government-Funded Research Institutes (정부출연연구기관의 과학 유튜브 서비스 현황과 이용자 경험 연구)

  • Byun, Kwanjoo;Oh, Sanghee
    • Journal of Korean Library and Information Science Society
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    • v.52 no.4
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    • pp.277-307
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    • 2021
  • This study aims to understand the current status of science-related channels on YouTube provided by government-funded research institutes and investigate user experiences and behaviors of using the services. We examined the number of subscribers, view counts, and video contents of 26 YouTube channels from the government-funded research institutes. We also designed a user study with the uses and gratifications theory and conducted a semi-structured interview. By grouping videos into five categories: Public Relations, Lectures, Entertainment, Vlogs, and Q&A, most videos were about research projects or institutional promotions. User motivation for using the YouTube channel was to acquire scientific knowledge and information. Users thought that YouTube channels could provide reliable information and satisfy their intellectual curiosity. But they criticized that most videos were uninteresting, and the lack of promotions of the channels made others hesitant to sign up and watch. Findings from this study could help fully understand the current status of the government-funded research institute's YouTube channel and be used as resources for the government's planning and development of various YouTube services.

A Study on Antecedents of SNS User's Addiction in the Age of Convergence: The Role of SNS Habit (융복합 시대에 소셜 네트워크 서비스 사용자들의 중독 요인에 대한 연구: 습관의 역할)

  • Kim, Byoung-Soo;Kim, Dae-Kil
    • Journal of Digital Convergence
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    • v.13 no.8
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    • pp.161-168
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    • 2015
  • Given social problems of social network service (SNS) addiction, it is critical to understand user's formation mechanism of SNS addiction. Since a number of studies have demonstrated the negative outcomes of excessive SNS use, the researchers examined important antecedents of SNS addiction as SNS habit that is considered as a key driver of SNS addiction. Moreover, the effects of self-expression, network management, and information search on SNS addition formation were investigated. The proposed theoretical model was empirically tested by using longitudinal survey data collected from 206 Facebook users. The analysis results indicate that SNS habit plays an important role in forming SNS addiction. Further, self-expression, network management, and information search influence SNS addiction through SNS habit. The analysis results offer some in-depth perspectives to SNS providers and government that establish policies or digital convergence strategies to induce healthy SNS use.

A Study on Use Motivation, Consumers' Characteristics, and Viewing Satisfaction of Need Fulfillment Video Contents(Vlog / ASMR / Muk-bang) (욕구 충족 영상 콘텐츠(브이로그 / ASMR / 먹방) 이용 동기, 수용자 특성, 시청 만족도에 관한 연구)

  • Kang, Mee?Jeong;Cho, Chang-Hoan
    • The Journal of the Korea Contents Association
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    • v.20 no.1
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    • pp.73-98
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    • 2020
  • This study aims to redefine Vlog, ASMR, and Muk-bang contents as 'Need Fulfillment Video Contents,' which are emerging as major genres among the video contents. And this study explores the relationships between consumers' motives, viewing satisfaction, and consumers' characteristics such as demographic characteristics, big five personality traits, and individualism-collectivism tendencies in terms of uses and gratifications theory. Statistical analysis techniques such as factor analysis and hierarchical regression analysis were used to analyze 441 samples. As a result, age, income level, and collectivism were found to influence consumers' choice of Need Fulfillment Video Content genre. It was also found that the motivation of using Need Fulfillment Video Contents consisted of five factors: self-assessment and improvement, sensory stimulation and relaxation, entertainment, escapism and passing time, and following trends. Also, each usage motive influenced the viewing satisfaction in various ways. Based on the results of the analyses, the study concludes with discussion of the academic significance and practical implications for Need Fulfillment Video Contents industry development.

Effects of Politics Channels of YouTube on Political Socialization (유튜브 정치·시사 채널 이용이 정치사회화에 미치는 영향)

  • Park, Sang-Hyun;Kim, Sung-Hoon;Joung, Seung-Hwa
    • The Journal of the Korea Contents Association
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    • v.20 no.9
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    • pp.224-237
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    • 2020
  • This study is about motivations of using YouTube channels related to politics and its effects on political socialization. Information acquisition from the political channels of YouTube was analyzed from the perspective of uses and gratifications theory. Then, the effects of the variable factors which can influence the perception-attitude-action of political socializations were reviewed. To understand aforesaid aspects, online survey was conducted targeting male and female adults between 20 to 50-year-old. There were four factors observed for the motivations of using YouTube channels of politics, which were 'entertainment of political satire', 'mental stability', 'convenience of the media', and 'pursuit of information'. The impacts on political socialization were verified with path analysis. Among the various motivations of using YouTube channels, 'convenience of the media' and 'pursuit of information' were the factors that positively affected the acquirement of political knowledges. Political knowledges had meaningful influences on increasing people's interest in politics, and their sense of political efficacy. Increased interest in politics led to higher level of sensing political efficacy, then higher political efficacy positively motivated people to participate in politics. The theoretical and practical implications of the study were also discussed based on the findings.

A Study on Consumers' Perception of and Use Motivation of Artificial Intelligence(AI) Speaker (인공지능 스피커(AI 스피커)에 대한 사용자 인식과 이용 동기 요인 연구)

  • Lee, Heejun;Cho, Chang-Hoan;Lee, So-Yoon;Keel, Young-Hwan
    • The Journal of the Korea Contents Association
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    • v.19 no.3
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    • pp.138-154
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    • 2019
  • This study was conducted to identify the use motivations of AI speaker and examine the characteristics of AI speaker users. Based on the uses and gratifications theory, The study results show that the user motivations of AI speaker are four dimensional, namely escaping from daily problems and maintaining social relationships, information acquisition and learning, entertainment and relaxation and pursuit of practicability. The main AI speaker users are in their 30s, and they are innovative to actively use AI speakers for entertainment purposes such as listening to music. The four sub-dimensions differed as we compared them with user characteristics. Specifically, the motivation for escaping from daily problems and maintaining social relationships varied with gender and age. Moreover, age and informativeness were identified to have an influence on the motivations of information acquisition and learning and entertainment and relaxation. In sum, this research provides practical implications into how to strategically create contents and services for AI speakers.

An Analysis of Factors Influencing the Intention to Use Social Network Services (소셜 네트워크 서비스의 사용의도에 영향을 미치는 요인)

  • Kim, Jongki;Kim, Jinsung
    • Informatization Policy
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    • v.18 no.3
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    • pp.25-49
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    • 2011
  • As a way to gather diverse information required for everyday living, the importance of social networks has been growing. Social network services have been spreading rapidly because of diffusion of the Internet, evolution of social network sites, and recognition of the importance of social networks. Recently, the social network service has been evolved based on a new paradigm, Web 2.0, pursuing participation and openness. Following the adoption of Web 2.0 technologies, the social network service allows users to make and maintain new relationships in a more convenient way. Users of the social network service tend to reveal their personal information, and share their ideas and content with other people; in the process they become aware of their existence, feel satisfaction with life and exert influence to others as a member of the society. This study uses higher order factor analysis to analyze factors that affect the intention of using the social network service. A research model was developed with second-order factors including perceived social presence, perceived gratification and perceived social influence. First-order factors are grouped by technical, individual and social factors. Smart PLS 2.0 was used to conduct empirical analysis. The analysis results supported the validity of the research model.

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