ABSTRACT

This study explores users’ motivations and evaluation criteria determining their consumption behaviors of one-person media (OPM). Given the lack of systemic understanding specific to OPM in the extant literature, the study is composed of both a qualitative inquiry with the grounded theory method and a quantitative analysis with data collected via a survey method. The final results show that vicarious experience, self-development, instant and real-time gratification, and social engagement are critical user motivations for consuming OPM. We also find that credibility, intimacy, and morality are significant evaluation criteria. Creativity and uniqueness, running time, visual design, and content variety are also found to be important evaluative dimensions associated with OPM.

摘要

这项研究探讨了用户的动机和评估标准，以确定他们对一人媒体（OPM）的消费行为。考虑到现有文献缺乏对OPM的系统理解，该研究既包括基于扎根理论方法的定性探究，也包括通过调查方法收集的数据的定量分析。最终结果表明，替代体验，自我发展，即时和实时满足以及社交参与是消耗OPM的关键用户动机。我们还发现信誉，亲密感和道德是重要的评估标准。还发现创意和独特性，运行时间，视觉设计和内容多样性是与OPM相关的重要评估维度。