Factors Influencing Viewing Behavior in Live Streaming: An Interview-Based Survey of Music Fans
V Live is a live-streaming service made by South Korean IT company in August 2015. The service provides diverse video contents specific to entertainment content. Most of V Live users are K-pop fans, and they actively express emotions on V Live content by writing comments, pressing “hearts”, and shar...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2020-08-01
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| Series: | Multimodal Technologies and Interaction |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2414-4088/4/3/50 |
| _version_ | 1797558550027829248 |
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| author | Minjeong Ham Sang Woo Lee |
| author_facet | Minjeong Ham Sang Woo Lee |
| author_sort | Minjeong Ham |
| collection | DOAJ |
| description | V Live is a live-streaming service made by South Korean IT company in August 2015. The service provides diverse video contents specific to entertainment content. Most of V Live users are K-pop fans, and they actively express emotions on V Live content by writing comments, pressing “hearts”, and sharing video content. Based on Uses and Gratifications theory, this study investigated why people use live streaming service, and the factors influencing users’ viewing behavior in live streaming. We conducted an in-depth interview with V Live users. Based on the results of the interview, an online survey was conducted. As a result, six factors—“Interpersonal relationship motivation”, “Social presence motivation”, “Celebrity support motivation”, “Celebrity presence motivation”, “Social interaction motivation”, and “Differentiation motivation”—were derived as motivations to use V Live. While “Social presence motivation” and “Differentiation motivation” among V Live use motivations that have been shown to mediate the relationship between fans’ fanship and V Live viewing time, all motivations using V Live have been shown to mediate the relationship between fans’ fanship and V Live viewing participation. |
| first_indexed | 2024-03-10T17:32:04Z |
| format | Article |
| id | doaj.art-dbf4a55a6bb447088c9b6ecb6c539f40 |
| institution | Directory Open Access Journal |
| issn | 2414-4088 |
| language | English |
| last_indexed | 2024-03-10T17:32:04Z |
| publishDate | 2020-08-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Multimodal Technologies and Interaction |
| spelling | doaj.art-dbf4a55a6bb447088c9b6ecb6c539f402023-11-20T09:59:45ZengMDPI AGMultimodal Technologies and Interaction2414-40882020-08-01435010.3390/mti4030050Factors Influencing Viewing Behavior in Live Streaming: An Interview-Based Survey of Music FansMinjeong Ham0Sang Woo Lee1Graduate School of Information, Yonsei University, 50 Yonsei-ro, Seodaemun-gu, Seoul 03722, KoreaGraduate School of Information, Yonsei University, 50 Yonsei-ro, Seodaemun-gu, Seoul 03722, KoreaV Live is a live-streaming service made by South Korean IT company in August 2015. The service provides diverse video contents specific to entertainment content. Most of V Live users are K-pop fans, and they actively express emotions on V Live content by writing comments, pressing “hearts”, and sharing video content. Based on Uses and Gratifications theory, this study investigated why people use live streaming service, and the factors influencing users’ viewing behavior in live streaming. We conducted an in-depth interview with V Live users. Based on the results of the interview, an online survey was conducted. As a result, six factors—“Interpersonal relationship motivation”, “Social presence motivation”, “Celebrity support motivation”, “Celebrity presence motivation”, “Social interaction motivation”, and “Differentiation motivation”—were derived as motivations to use V Live. While “Social presence motivation” and “Differentiation motivation” among V Live use motivations that have been shown to mediate the relationship between fans’ fanship and V Live viewing time, all motivations using V Live have been shown to mediate the relationship between fans’ fanship and V Live viewing participation.https://www.mdpi.com/2414-4088/4/3/50fanshipV Livelive streaming serviceparticipation |
| spellingShingle | Minjeong Ham Sang Woo Lee Factors Influencing Viewing Behavior in Live Streaming: An Interview-Based Survey of Music Fans Multimodal Technologies and Interaction fanship V Live live streaming service participation |
| title | Factors Influencing Viewing Behavior in Live Streaming: An Interview-Based Survey of Music Fans |
| title_full | Factors Influencing Viewing Behavior in Live Streaming: An Interview-Based Survey of Music Fans |
| title_fullStr | Factors Influencing Viewing Behavior in Live Streaming: An Interview-Based Survey of Music Fans |
| title_full_unstemmed | Factors Influencing Viewing Behavior in Live Streaming: An Interview-Based Survey of Music Fans |
| title_short | Factors Influencing Viewing Behavior in Live Streaming: An Interview-Based Survey of Music Fans |
| title_sort | factors influencing viewing behavior in live streaming an interview based survey of music fans |
| topic | fanship V Live live streaming service participation |
| url | https://www.mdpi.com/2414-4088/4/3/50 |
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