• Title/Summary/Keyword: Viewing intention

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The Structural Relationship among Viewing Motivation, Viewing Commitment, Reviewing Intention and Game Use Intention of e-Sports Competition Broadcasting

  • Kim, Seyun
    • International Journal of Internet, Broadcasting and Communication
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    • v.14 no.3
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    • pp.205-212
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    • 2022
  • The purpose of this study is to investigate the structural relationship between the viewing motivation, viewing commitment, re-audience intention, and game use intention of e-sports competition broadcast viewers. According to the purpose of the study, an online survey was conducted on 300 college students with experience watching broadcasting of e-sports competitions. After excluding inappropriate data from 8 out of 300 people, 292 people's data were used for final data processing. For data processing, the validity and reliability were verified using SPSS 26 and AMOS 23, and then the research hypothesis was verified. We has the results were shown as follows. First, it was found that entertainment, social intercourse and vicarious satisfaction had a positive effect on viewing commitment, but information has not significantly effect on viewing commitment. Second, it was found that viewing commitment had a positive effect on reviewing intention and game use intention. Third, it was found that reviewing intention had a positive effect on game use intention.

The Effect of the Perceived Waiting Time of Viewers on Negative Emotions, Viewing Satisfaction, Viewing Attitude, and Continuous Viewing Intention When an e-Sports Game Pause

  • Juyeon Lee;Seyun Kim
    • International Journal of Internet, Broadcasting and Communication
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    • v.15 no.4
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    • pp.342-350
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    • 2023
  • The purpose of this study is to find out how the perceived waiting time of viewers of e-sports games affects negative emotions and how these negative emotions affect viewing satisfaction, viewing attitude, and continuous viewing intention. To achieve the purpose of this study, 200 viewers who watched e-sports games more than two to three times were targeted. 197 copies were selected as the final valid sample after excluding three of the collected questionnaires that showed unfaithful answers. For data processing methods, confirmatory factor analysis, reliability analysis, and structural equation model analysis were conducted using SPSS 27 and AMOS 25. Through this, the following results were obtained. First, it was found that the perceived waiting time of the viewer had a significant effect on the viewers' negative emotions in the event of a game pause. Second, viewers' negative emotions were found to have a significant effect on viewing attitudes, but not on viewing satisfaction. Third, it was found that viewing attitude had a significant effect on viewing satisfaction and continuous viewing intention. Fourth, it was found that viewing satisfaction had a significant effect on continuous viewing intention. In other words, the more acceptable and shorter the perceived waiting time due to the suspension of the game pause, the lower the negative emotions of the viewers, and the negative emotions of the viewers ultimately affect the intention to continue watching through viewing attitude and viewing satisfaction.

Relationship between Content Characteristics, Immersion, and Customer Purchase Intention in Live-streaming Commerce

  • Bir Bahadur TRIPURA;Jae-Hyeon KIM;Sung Eui CHO
    • The Journal of Economics, Marketing and Management
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    • v.11 no.3
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    • pp.67-79
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    • 2023
  • Purpose: This study examines the relationship between content characteristics and customer viewing and purchase intention in live-streaming commerce. Research design, data, and methodology: For this purpose, seven independent factors such as entertainment, artistry, storytelling, informativity, interactivity, reliability, and technicality are extracted based on previous literature. The viewing intention and purchase intention are adopted as dependent factors. The role of 'immersion' is investigated as a mediating factor between the independent and dependent factors. Results: The results showed that entertainment, artistry, technicality, and reliability significantly affected immersion, and immersion affected viewing intention and purchase intention. Immersion was found to play a mediating role between content characteristics and consumer viewing and purchase intention. Conclusions: The results indicate that the content characteristics not only attract customers but also affect their immersion, viewing intention, and purchase intention directly or indirectly in the live-streaming commerce sector.

The Influence of Viewing Motivation of the Korean Wave Video Content on Viewing Attitude, National Image of Korea, and Behavioral Intention: Focused on the Chinese Online Video Platform, 'bilibili' (한류 영상 콘텐츠의 시청동기가 시청태도, 한국에 대한 국가 이미지 및 행동의도에 미치는 영향: 중국 영상 플랫폼 'bilibili'를 중심으로)

  • Wang, Yimin;Bae, So Young
    • The Journal of the Korea Contents Association
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    • v.21 no.4
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    • pp.762-772
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    • 2021
  • This study examined the influence of viewing motivation of the Korean wave video content on viewing attitude, national image of Korea, and behavioral intention among users of the Chinese online video platform, 'bilibili.' Using an online questionnaire, a total of 355 copies were collected. The data were analyzed using structural equation modeling. The findings indicate that the four items of viewing motivation (i.e., entertainment, information, relationships, and vicarious satisfaction) exerted a positive impact on the viewing attitude, while real-time discussion showed no significant impact on it. In addition, viewing attitude exerted a significant positive impact on the national image of Korea, which in turn showed positive influences on the behavioral intention (i.e., visit intention, WOM intention). This study contributed to expand the literature by discussing the Chinese major online content platform, Korean culture, and visit intention to Korea focusing on the Korea wave content. A series of theoretical and practical implications were discussed along with the directions for future research.

Social Viewing Motivations, Satisfaction, and Continuous Use Intention: Moderating Effects of Communication Behavior (동영상의 사회적 시청 동기와 만족도 및 지속의도에서 커뮤니케이션 행위의 조절효과 분석)

  • Cho, Eunyong;Lim, Sohye
    • Journal of Korea Multimedia Society
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    • v.23 no.10
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    • pp.1331-1338
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    • 2020
  • 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.

The Effects of E-sports Broadcasting Commentator's Attributes on Broadcasting Attitude and Continuous Viewing Intention

  • Kim, Seyun
    • International journal of advanced smart convergence
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    • v.10 no.1
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    • pp.209-215
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    • 2021
  • The purpose of this study is to determine the impact of broadcasters' broadcasting commentators' attributes on broadcasting conditions and the intention of continuous viewing of e-sports competitions. To achieve this goal, a survey was conducted on 300 university students who had experience watching e-sports competition broadcasting. The final 295 copies were selected as the final valid samples and data processing was carried out. Using SPSS 23, factor analysis, reliability analysis, correlation analysis, and simple and multiple regression analysis were performed. The result of this study was: First, reliability and attractiveness among the sub-factors of commentator attributes were shown to have a positive effect on broadcasting conditions. Second, reliability and attractiveness among the sub-factors of commentator attributes have a positive effect on the intent of continuous viewing. Third, broadcasting conditions have a positive effect on the intention of continuous viewing.

Effect of Exposure to Body Image in Media and Bullet Screen on Weight Loss Intention - Focused on Bilibili, a Video Sharing Website of China (미디어 노출 신체이미지와 탄막 이용이 다이어트 의도에 미치는 영향 -중국 비리비리(Bilibili) 동영상 사이트를 중심으로)

  • Liang, Shuang;Cho, Hee Jung;Lee, Hye Eun
    • The Journal of the Korea Contents Association
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    • v.20 no.10
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    • pp.268-283
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    • 2020
  • The purpose of this study was to examine the effect of exposure to body image in media and bullet screen on weight loss intention by specifically focusing on Bilibili, a video sharing website of China. For the study, a 3 (Social viewing: no bullet screen vs. complimentary bullet screen vs. critical bullet screen) x 2 (Body image in media: ideal vs. realistic) between-subjects factorial design was conducted. A total of 310 Chinese women in their 20s were recruited to participate in an experimental survey. The main results showed that viewing the ideal body image with the complimentary bullet screen and realistic body image with the critical bullet screen strengthened the participants' intention on weight loss. Finally, the interaction effect of social viewing and the types of bullet screen were examined. The higher weight-loss intention was revealed when social viewing was conducted with the complimentary bullet screen of the ideal image. The results of this study can enhance the understanding of the bullet screen as a type of social viewing and its effect on user behavior intention.

The Influence of Characters' Aesthetic Elements on Viewing Engagement and Re-viewing Intention : Focusing on the Chinese historical TV series 'The Story of Yanxi Palace' (캐릭터의 미적요소가 시청 몰입도와 재시청 의도에 미치는 영향 : 중국 사극 드라마<연희공략(延禧攻略)>를 대상으로)

  • Han, Ming;Yun, Su-Mi;Choi, Hye-Jin;Kwon, Oh-Hyeok
    • Journal of Digital Convergence
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    • v.20 no.1
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    • pp.369-378
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    • 2022
  • This study analyzed the effect of aesthetic elements of characters on viewing immersion and re-watching intentions in Chinese historical dramas. For the empirical study, frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis were performed using SPSS 23.0 based on the questionnaire of 330 Chinese who watched the historical drama . As a result of the study, it was found that the character aesthetic elements of Chinese historical dramas with hair and costumes had a positive effect on viewing immersion and re-watching intentions. In addition, it was found that viewing immersion had a mediating effect on the relationship between aesthetic factors and re-viewing intention. It is expected that continuous character creation can be expected through various aesthetic elements such as hair and clothes to increase the value of dramas in the future.

Effects of Factors of Purchase Intention to Viewing Performance by Audience Type (관객유형에 따른 공연관람 구매의사 요인에 미치는 영향)

  • Kwon, Hyeog-In;Jung, Soon-Gyu;Choi, Yong-Seok
    • The Journal of the Korea Contents Association
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    • v.15 no.2
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    • pp.139-150
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    • 2015
  • This study highlighted influences which affect purchase intention of audience to viewing performance. And after grouping audience types by applying the cluster analysis to samples which are collected by survey, this study examined how purchase intentions influence audience to viewing performance by each audience type. Thus, to improve the reliability to classify audience type, the sample was selected by considering neither age group nor previous experience of viewing performance arts. Factor analysis and reliability analysis was performed to analyze the effect of purchase intention according to the type of audience. And we used AMOS program to verify using SEM(Structural Equation Modeling) how affect it was with moderating variable of audience type. Through surveying and analyzing th results, we confirmed that viewing motivation and quality of performing work have significant effect on purchase intention and significant moderating effect according to audience type. Therefore, we contribute to make suitable strategy that they figure out audience type, when performing art organizations make marketing strategy.

The Relationship Between Viewing Value and Viewing Satisfaction According to the Factors for Viewing Dance Performances (무용공연 관람요인에 따른 관람가치와 관람만족 관계)

  • Baek, U-Young;Cho, Dong-Min;Lee, Sang-Ho
    • Journal of Korea Entertainment Industry Association
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    • v.14 no.4
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    • pp.237-250
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    • 2020
  • The purpose of this study was to investigate the relationship between the performance factors of dance performance and the intention to revisit the audience, and to investigate the structural relationship between viewing satisfaction and viewing value. For data processing, SPSS Ver. 21.0 and AMOS Ver. The program of 21.0 was used. Structural relationships were analyzed using a two-step approach, and the significance of the effects was verified using bootstrapping. In addition, a full mediating effect and a partial mediating effect were presented using the three-step regression analysis mediating effect. The results of the study are as follows. First, it was found that the viewing factors influenced the viewing satisfaction and the viewing value. Second, it was found that viewing satisfaction had an intention to revisit and influenced the viewing value. It was also found that the viewing value had an effect on the intention to revisit. Third, in the relationship between the viewing factors of the dance performance and the viewing value, it was found that the viewing satisfaction had a partial mediating effect. Fourth, it was found that the attendance factor of the dance performance was not related to the intention to revisit. However, it was found that the satisfaction of viewing and the value of viewing had a complete mediating effect in relation to the viewing factors of dance performances and the intention to revisit. Through these studies, the dance performance should overcome the inherent limitations of space-time limitations and present basic data for establishing a mid- to long-term marketing strategy that can respond quickly.