ABSTRACT

The current study purposes to verify the motivations for the consumption of audio-visual content through binge-viewing or short watching. It is grounded in the uses and gratification perspective to examine five distinct types of stimuli for binge-viewing and short watching: enjoyment, efficiency, information seeking, social interaction, and relaxation. Results of the analyses demonstrate that enjoyment and efficiency are positively associated with the tendency toward binge-viewing. However, the inclination toward short watching is correlated to enjoyment, efficiency, social interaction, and information seeking, and relaxation was not predictive of either inclination. The study also contemplated loneliness and addiction as moderating variables for binge-viewing and short watching behaviour. Structural equation modelling (SEM) was employed to validate the moderating effects of these two psychological states. The SEM results of the two-group analysis revealed that loneliness and addiction affected motivation and influenced attitudes toward binge-viewing and short watching. The present study is one of the first attempts to verify and compare the media viewing behaviours of binge-watching and short watching. Thus, it can contribute substantially to a more comprehensive scholarly understanding of over-the-top consumption of audio-visual content.

摘要

目前的研究旨在验证通过狂欢观看或短片观看来消费视听内容的动机。它以使用和满足的角度为基础，研究了五种不同类型的暴饮暴食和短片刺激：享受、效率、信息寻求、社交互动和放松。分析结果表明，享受和效率与暴饮暴食的倾向呈正相关。然而，短时间观看的倾向与享受、效率、社交互动和信息寻求相关，放松并不能预测任何一种倾向。该研究还考虑将孤独和成瘾作为暴饮暴食和短视行为的调节变量。采用结构方程模型 (SEM) 来验证这两种心理状态的调节作用。两组分析的 SEM 结果显示，孤独和成瘾会影响动机，并影响对暴饮暴食和短片的态度。本研究是验证和比较暴饮暴食和短片观看的媒体观看行为的首批尝试之一。因此，它可以极大地促进对视听内容的过度消费的更全面的学术理解。本研究是验证和比较暴饮暴食和短片观看的媒体观看行为的首批尝试之一。因此，它可以极大地促进对视听内容的过度消费的更全面的学术理解。本研究是验证和比较暴饮暴食和短片观看的媒体观看行为的首批尝试之一。因此，它可以极大地促进对视听内容的过度消费的更全面的学术理解。