ABSTRACT

The purpose of this exploratory study is to (i) empirically determine homogeneous classes of online video users based on variables involving three dimensions of video usage behaviors (viewing, interacting, and producing) by Latent Profile Analysis; (ii) examine how psychological characteristics and contextual factors predict different patterns of online video use. By analyzing the first-hand online survey data involving 598 valid responses, we distinguished four subgroups of online video users: Mild-users, Moderate-users, Moderate-bystanders, and Heavy-users. The subsequent multinomial regressions showed that neuroticism, extraversion, agreeableness, need for cognition, and personal education were associated with the distinct usage patterns of online streaming services.

摘要

这项探索性研究的目的是（i）通过潜在的个人资料分析，根据涉及视频使用行为三个维度（观看、互动和制作）的变量，凭经验确定在线视频用户的同质类别；(ii) 检查心理特征和背景因素如何预测不同的在线视频使用模式。通过分析涉及 598 个有效回答的第一手在线调查数据，我们区分了四个在线视频用户子组：轻度用户、中度用户、中度旁观者和重度用户。随后的多项回归表明，神经质、外向性、宜人性、认知需求和个人教育与在线流媒体服务的不同使用模式相关。