An exploration of motivations for two screen viewing, social interaction behaviors, and factors that influence viewing intentions.
This study explores whether, and how, motivations for two screen viewing predicted social interaction behaviors and subsequent viewing intention of TV programs. A total of 453 respondents who responded that they use social networking sites (SNSs) via smartphones and actively watch entertainment programs completed an online survey questionnaire. In agreement with uses and gratifications assumptions, motivations for TSV predicted distinctive sets of social interaction behaviors, which mediated the influence of motivations on viewing intentions. Respondents' two screen viewing was meaningfully related with social interaction, engagement with programs, information seeking, and passing time. Results suggest that two screen viewing could provide shared experiences nourishing social capital and reintegrate TV audiences by social adhesive resulting from TV with SNSs.
1 Broadcasting Media Research Division, Korea Information Society Development Institute , Jincheon-gun, Korea.
Hongjin
H
Shim
Poong
P
Oh
Hyunjin
H
Song
Yeonkyung
Y
Lee
D000328:Adult; D040421:Cell Phone; D005260:Female; D006801:Humans; D033182:Intention; D007398:Interpersonal Relations; D007899:Leisure Activities; D008297:Male; D008875:Middle Aged; D009042:Motivation; D066270:Social Capital; D061108:Social Media; D060756:Social Networking; D011795:Surveys and Questionnaires; D013690:Television; D055815:Young Adult