With the decline in traditional television (TV) viewership, broadcasters are distributing TV clips online, i.e., brief, edited versions of full-length TV shows, as an alternative revenue source. Yet, there are challenges in gaining viewership of this new format, with a lack of understanding and research on what drives such viewing behavior. To fill this gap, this study draws on the theory of consumption values to develop a model explaining the decision factors that can predict online TV clip viewing behavior. We tested the model through a quantitative analysis of survey and archival (viewing logs) data from 398 viewers from a major provider of TV clips. The results indicate that, in addition to convenience and enjoyment, fandom and social viewing are unique factors predicting watching frequency and mediated by the continuance intention to watch online TV clips. Our study contributes to our understanding of the use of this new digital content format by integrating and extending concepts from the theory of consumption values. It also offers insights into how digital content providers can tap online TV clips as a revenue source.

随着传统电视（TV）收视率的下降，广播公司正在在线分发电视剪辑，即简短的，编辑过的全长电视节目，作为替代收入来源。然而，在缺乏对这种观看行为的驱动因素的理解和研究的情况下，要获得这种新格式的观看者仍然存在挑战。为了填补这一空白，本研究借鉴了消费价值理论来开发模型，解释可以预测在线电视剪辑观看行为的决策因素。我们通过对主要电视剪辑提供商的398位观看者的调查和档案（观看日志）数据进行定量分析，对模型进行了测试。结果表明，除了方便和享受之外，狂热度和社交收视率是预测收看频率的独特因素，并受持续观看在线电视剪辑的影响所介导。通过整合和扩展消费价值理论中的概念，我们的研究有助于我们理解这种新的数字内容格式。它还提供了有关数字内容提供商如何利用在线电视剪辑作为收入来源的见解。