1 Broadcasting Media Research Division, Korea Information Society Development Institute , Jincheon-gun, Korea.
Cyberpsychol Behav Soc Netw. 2015 Mar;18(3):158-64. doi: 10.1089/cyber.2014.0543.
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.
本研究旨在探讨电视屏幕使用动机是否以及如何预测社交互动行为，以及随后对电视节目的观看意愿。共有 453 名通过智能手机使用社交网络服务（SNS）并积极观看娱乐节目的受访者完成了在线问卷调查。与使用与满足假设一致，TSV 的动机预测了独特的社交互动行为，这些行为中介了动机对观看意愿的影响。受访者的双屏观看与社交互动、对节目的参与、信息搜索和打发时间有显著的关系。研究结果表明，双屏观看可以通过社交网络服务（SNS）与电视之间的社交粘性，提供滋养社会资本的共同体验，从而重新整合电视观众。
