Factors influencing viewing behavior in live streaming: An interview-based survey of music fans

Minjeong Ham; Sang Woo Lee

doi:10.3390/mti4030050

Factors influencing viewing behavior in live streaming: An interview-based survey of music fans

Minjeong Ham, Sang Woo Lee

Graduate School of Information

Research output: Contribution to journal › Article › peer-review

7 Citations (Scopus)

Abstract

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.

Original language	English
Article number	50
Pages (from-to)	1-15
Number of pages	15
Journal	Multimodal Technologies and Interaction
Volume	4
Issue number	3
DOIs	https://doi.org/10.3390/mti4030050
Publication status	Published - 2020 Sept

Bibliographical note

Funding Information:
Acknowledgments: This research was supported by the MSIT (Ministry of Science and ICT), Korea, under the ITRC (Information Technology Research Center) support program (IITP-2020-0-01749-001) supervised by the IITP (Institute of Information & Communications Technology Planning & Evaluation).

Publisher Copyright:
© 2020 by the authors. Licensee MDPI, Basel, Switzerland.

All Science Journal Classification (ASJC) codes

Computer Networks and Communications
Computer Science Applications
Human-Computer Interaction
Neuroscience (miscellaneous)

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Cite this

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title = "Factors influencing viewing behavior in live streaming: An interview-based survey of music fans",

abstract = "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{\textquoteright} 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{\textquoteright} fanship and V Live viewing time, all motivations using V Live have been shown to mediate the relationship between fans{\textquoteright} fanship and V Live viewing participation.",

author = "Minjeong Ham and Lee, {Sang Woo}",

note = "Funding Information: Acknowledgments: This research was supported by the MSIT (Ministry of Science and ICT), Korea, under the ITRC (Information Technology Research Center) support program (IITP-2020-0-01749-001) supervised by the IITP (Institute of Information & Communications Technology Planning & Evaluation). Publisher Copyright: {\textcopyright} 2020 by the authors. Licensee MDPI, Basel, Switzerland.",

year = "2020",

month = sep,

doi = "10.3390/mti4030050",

language = "English",

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N2 - 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.

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Factors influencing viewing behavior in live streaming: An interview-based survey of music fans

Abstract

Bibliographical note

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