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

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

doi:10.1016/j.ijinfomgt.2021.102329

Cited by 20 publications

(13 citation statements)

References 67 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…One recent study revealed the four reasons for watching online TV clips: convenience, fandom, enjoyment and social viewing; the informativeness of online TV clips was not significant as the causal factor for watching TV clips (Yoon et al , 2021). Thus, individuals have diverse reasons for watching online media and mostly depend on rich information and pleasure.…”

Section: Research Model and Hypothesis Developmentmentioning

confidence: 99%

From fan to become tourist: watching online videos as seamlessly connecting travel

Lee

Zhou²,

Koo

2023

JHTT

View full text Add to dashboard Cite

Purpose In view of the influences of online videos on the cultural tourism industry, this study aims to explore the mechanisms triggered by watching online video behaviors of fans. This study examines how fans who have watched celebrities’ online videos become tourists who attend concerts held at destinations based on celebrity and destination endorsements. Design/methodology/approach This study builds for celebrity and destination endorsements on online videos by combining media richness and source model theory. This research adopts partial least squares structural equation modeling to analyze the mechanism triggered by online media. Findings Watching online media influences celebrity and destination endorsements, which, in turn, affects the concert experience and intention to return to the destination. Results reveal less intertwined relationships between celebrity and destination endorsements and the complex mechanisms between the two endorsements. Originality/value With the rise in popularity of online media, online content has become a major source of information in the tourism industry and a means of enjoying travel seamlessly. This study highlights not only the role of “watching online videos” as one of the richest media but also the role of live concerts in cultural tourism for understanding complex cultural tourism.

show abstract

Section: Research Model and Hypothesis Developmentmentioning

confidence: 99%

From fan to become tourist: watching online videos as seamlessly connecting travel

Lee

Zhou²,

Koo

2023

JHTT

View full text Add to dashboard Cite

show abstract

“…For the research context, we chose one of the top ten global portal websites, which provides an online video service, "S-Service" (for reasons of confidentiality, we refer to this Korean video service by the pseudonym of S-Service) for its users (viewers) and brands. Most video content formats are online TV clips [31] produced by terrestrial and cable networks. In addition, this service allows companies to open online brand channels and distribute their advertising through online videos.…”

Section: Research Contextmentioning

confidence: 99%

What Likeability Attributes Attract People to Watch Online Video Advertisements?

Yoon

Lee

2022

Electronics

Self Cite

View full text Add to dashboard Cite

As online video viewing increases, so does the size of the online video advertising market. However, it is challenging to create an advertising creative suitable for online video services. Advertising likeability helps to provide the strategies necessary for producing video advertisements that can facilitate consumer responsiveness and generate persuasive effects. Therefore, this study aimed to identify the likeability attributes of online video advertising content that increase online video advertisement views and to validate them with actual user data. To achieve this objective, this study applied a mixed-methods approach using two studies. The first study was an exploratory study in which users’ reviews on recently popular online video advertisements were analyzed through text mining, after which we identified key likeability attributes. We then conducted a focus group discussion method to measure the degree of video ads in each attribute. The second study was a confirmatory study, in which the key likeability attributes identified in the first study were verified empirically through an econometric model. As a result, we derived six likeability attributes of online video advertisements. The findings also highlight the effects of music, storytelling, influential people, and novel ideas on the number of views. Altogether, our study offers practical insights into which factors and identified likeability attributes enable effective online video advertisements.

show abstract

“…The value that consumers perceive after the act of consumption, and the result of an overall assessment of the product or service quality after evaluating the cost of that product or service is the consumption value [69]. A summary look at consumption value classifications (Table 1) reveals that the value items proposed by Sheth, Newman [41] have relatively little overlap, are not overly simplified, and are not too abstract because these value items cover a broad range of aspects, they are widely used in relevant research, e.g., [70][71][72][73][74][75][76]. The application of the theory of consumption values to explain consumers' choices is a complex process involving multiple values.…”

Section: Theory Of Consumption Valuesmentioning

confidence: 99%

Developing Universally Applicable Service Quality Assessment Model Based on the Theory of Consumption Values, and Using Fuzzy Linguistic Preference Relations to Empirically Test Three Industries

Hsu

Her²,

Hou

2021

Mathematics

View full text Add to dashboard Cite

Service quality is an important factor for a successful company. The SERVQUAL model is widely used. However, it has been controversial over the past 30 years. This research aims to develop a service quality measurement model that can be supported in conceptualization and universal applicability, and uses this model to identify the most important key factors of service quality for three industries. First, based on the theory of consumption values, this study used conceptualization and the modified Delphi method to develop a service quality assessment model—the consumption values-based service quality model (CV-SQ). The CV-SQ model was then used in conjunction with the fuzzy linguistic preference relations (Fuzzy LinPreRa) method to address MCDM problems. The findings suggested that the most important key factors of service quality comprised safety in the aviation companies, innovativeness in the travel agencies, and comfort in the hotels. The CV-SQ model can be supported by theoretical and empirical tests in conceptualization and universal applicability, and has made theoretical contributions to service quality management. The research results have provided practical contributions to the improvement of service quality in the three industries. What is more noteworthy is the weight of epistemic value ranked first and second among the three industries, but it had not been included in any service quality aspect classification schemes during the past three or four decades.

show abstract

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

Cited by 20 publications

References 67 publications

From fan to become tourist: watching online videos as seamlessly connecting travel

From fan to become tourist: watching online videos as seamlessly connecting travel

What Likeability Attributes Attract People to Watch Online Video Advertisements?

Developing Universally Applicable Service Quality Assessment Model Based on the Theory of Consumption Values, and Using Fuzzy Linguistic Preference Relations to Empirically Test Three Industries

Contact Info

Product

Resources

About