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狂欢观看被揭露:检查在持续观看中感知到的有用性,习惯和遗憾的相互作用
Maria Bastos1, Mijail Naranjo-Zolotov1, Manuela Aparício1
1NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Campus de Campolide, 1070-312 Lisboa, Portugal.
Heliyon
|March 22, 2024
概括
狂欢观看是一种流行的消遣方式,特别是在年轻一代中. 这项研究发现,感知到的有用性和习惯强烈地驱动了狂饮观看,即使考虑到潜在的后悔.
科学领域:
- 媒体心理学 媒体心理学
- 消费者行为 消费者行为
- 数字娱乐研究 数字娱乐研究
背景情况:
- 狂欢观看,定义为连续观看两集的电视节目,是一种普遍的休活动,特别是在千一代和年轻人群中.
- 了解持续接触媒体内容的心理驱动因素在数字时代至关重要.
研究的目的:
- 提出和测试一种解释过度观看参与的模型.
- 检查社会因素,感知到的有用性,遗憾和习惯对持续的狂饮观看意图和行为的影响.
主要方法:
- 对225名受访者进行了一项定量研究.
- 使用收集的数据来评估一个理论模型,以测试假设的关联.
主要成果:
- 该研究证实,感知到的有用性和习惯对过度观看有显著的积极影响.
- 后悔并没有减轻感知到的有用性和习惯对持续的狂饮观看意图的强烈影响.
结论:
- 感知到的有用性和习惯是持续狂饮观看行为的关键预测因素.
- 虽然遗憾可能是一个因素,但它并不能取代感知价值和建立的例行程序在驱动狂欢观看参与中的强大影响.
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