• Journal of Information Science Theory and Practice
• /
• v.11 no.4
• /
• pp.90-108
• /
• 2023

The purpose of this study is to investigate how uses and gratifications motivations increase social media stickiness, with a special focus on media engagement as a key mediator. Data were gathered via a survey questionnaire from Bangladeshi Z Generation social media users, which was quantitative in nature. For the analysis of 258 survey samples, structural equation modeling methodology was used. The results show that social media engagement and social media stickiness are positively impacted by uses and gratifications motivations such as social interaction, information, convenience, and entertainment. The study also found evidence of a relationship between uses and gratification motivations and social media stickiness, which is also mediated by emotional attachment. Understanding the motivations and gratifications sought by Z Generation users on social media platforms can help design strategies to enhance engagement and loyalty, ultimately leading to improved user retention and platform success. By identifying and addressing the specific needs and desires of the Z Generation, social media platforms can tailor their features, content, and user experiences to foster a stronger sense of connection and satisfaction, resulting in increased user engagement and prolonged usage.

• Korean journal of communication and information
• /
• v.40
• /
• pp.45-79
• /
• 2007

This study explored three questions: (1) what are the motives of producing and using user-created contents (UCC, video clips which are produced and uploaded at various web sites by individuals), (2) what are the gratifications that users obtain from UCC, and (3) what are the differences of gratifications according to individual uses of UCC. A survey was conducted to 258 UCC users and data were factor-analyzed to find the dimensions of motives and gratifications. As for the motives of UCC uses, six factors were constructed: self-expression, private life, participation, information retrieval, rest, and entertainment, among which self-expression showed the largest variation. As for the gratifications, five factors were constructed: self-expression, rest, information retrieval, socializing, and entertainment.

• International Journal of Contents
• /
• v.18 no.1
• /
• pp.40-55
• /
• 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.

• The Research Journal of the Costume Culture
• /
• v.20 no.2
• /
• pp.272-285
• /
• 2012

The purpose of the study is to examine the role of consumer perceptions of websites' entertainment and informativeness in developing their attitudes (attitude toward the retailer and attitude confidence toward the product) in the context of apparel e-tailing. A structural equation model was developed for an empirical test based on the literature on uses-and-gratifications and attitude confidence. A sample of 119 consumers who live in the United States participated in the online survey. The results generally supported the proposed model. Specifically, the analyses revealed that consumers' purchase intention toward the displayed product is positively influenced by their attitudes toward the retailer and by their confidence in their attitudes toward the product. Interestingly, only one of the two cognitive antecedents, perceived entertainment, has a positive impact on consumers' attitude toward the retailer. Perceived informativeness, however, had a positive impact on attitude confidence. These findings suggest that consumers who have high perception of an e-tail website's entertainment are more likely to exhibit favorable attitudes toward the e-tailer, while consumers who have high perception of an e-tail website's informativeness are more likely to hold strong confidence in their attitudes toward the product displayed on the website. Both consumer attitudes toward the e-tailer and their attitude confidence lead to their purchase intentions.

• Korean journal of communication and information
• /
• v.41
• /
• pp.303-336
• /
• 2008

The purpose of this study is to examine the uses and gratifications of the U. S. TV dramas favored by the Korean college students. The uses and gratifications of the U. S. TV dramas are also compared with the Korean TV dramas. In addition, this study analyzes how the motives and satisfactions of students on the U. S. dramas influence on watching patterns of the Korean TV dramas. The results of the factor analysis show that student's motives on watching the U. S. TV dramas are composed of four factors, such as 'Entertainment/Relaxation', 'Getting Information', 'Environment/Companionship', and 'Sexual curiosity'. In contrast, the motives of watching Korean TV dramas are composed of six factors, which are added 'Korean Drama Characteristics' and 'Habitual Time-Spending' to four factors of the U. S. dramas. After dividing the student groups with the heavy and the light watchers, this research shows that three out of five for the U. S. dramas are significantly different, whereas two out of six factors for the Korean counterparts. Finally, the uses and gratifications of the U. S. dramas favored by the Korean college students influence little on the watching patterns of the Korean TV dramas.

• Journal of Information Science Theory and Practice
• /
• v.6 no.3
• /
• pp.25-36
• /
• 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.

• Journal of the Korean Professional Engineers Association
• /
• v.26 no.4
• /
• pp.51-64
• /
• 1993

• International Journal of Contents
• /
• v.17 no.1
• /
• pp.37-53
• /
• 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.

• The Journal of the Convergence on Culture Technology
• /
• v.8 no.4
• /
• pp.331-338
• /
• 2022

The purpose of this study is to examine the effect of Gratifications Obtained (GO) on behavioral intention targeting Over-the-Top (OTT). The study chooses quality of content, variety of content, leisure activity, entertainment, the convenience of watching, and reasonable rate ratio as factors of GO. The number of subjects for the research is 330 people aged from their twenties to thirties in Daegu and Gyeongbok province. This study employs multi-regression analysis to analyze the impacts of GO on behavioral intention. The analysis shows that quality of content and variety of content influence behavioral intention at a significance level of 0.01, and entertainment and the convenience of watching influence at a significance level of 0.05.

• Journal of Digital Convergence
• /
• v.10 no.11
• /
• pp.243-251
• /
• 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.