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What makes people watch online TV clips? An empirical investigation of survey data and viewing logs

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  • Yoon, Sang-Hyeak
  • Kim, Hee-Woong
  • Kankanhalli, Atreyi

Abstract

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.

Suggested Citation

  • Yoon, Sang-Hyeak & Kim, Hee-Woong & Kankanhalli, Atreyi, 2021. "What makes people watch online TV clips? An empirical investigation of survey data and viewing logs," International Journal of Information Management, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:ininma:v:59:y:2021:i:c:s0268401221000220
    DOI: 10.1016/j.ijinfomgt.2021.102329
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    Cited by:

    1. Chakraborty, Debarun & Siddiqui, Mujahid & Siddiqui, Aaliyah & Paul, Justin & Dash, Ganesh & Mas, Francesca Dal, 2023. "Watching is valuable: Consumer views – Content consumption on OTT platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Chakraborty, Debarun & Siddiqui, Aaliyah & Siddiqui, Mujahid & Rana, Nripendra P. & Dash, Ganesh, 2022. "Mobile payment apps filling value gaps: Integrating consumption values with initial trust and customer involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    3. Sofija Limic & Seong-Joon Limb, 2023. "Self-Produced K-Pop Web Entertainment Program Production Components and Their Effect on Global Audience’s Program Satisfaction and Artist Loyalty—Focusing on “Going Seventeenâ€," SAGE Open, , vol. 13(4), pages 21582440231, December.
    4. Weng Marc Lim & Gaurav Gupta & Baidyanath Biswas & Rohit Gupta, 2022. "Collaborative consumption continuance: a mixed-methods analysis of the service quality-loyalty relationship in ride-sharing services," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1463-1484, September.

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