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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/115964

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/115964

Title:	Understanding the nature, uses and gratifications of social television: Implications for developing viewer engagement and network loyalty
Authors:	林芝璇 Lin, Jhih-Syuan Chen, Kuan-Ju Sung, Yongjun
Contributors:	廣告系
Date:	2018
Issue Date:	2018-02-09 17:29:15 (UTC+8)
Abstract:	This study employed an online survey (N = 310) to explore how viewers’ motivations for social TV participation influence their involvement in social TV activities, their program commitment, and network loyalty. Findings show that social infotainment and social companionship are the primary motivations of social TV participation. However, only social infotainment significantly predicts the intensity of viewers’ social TV usage, which has a positive influence on program commitment and network loyalty. Additionally, the relationship between social TV usage and network loyalty is partially mediated by program commitment. These findings demonstrate the value of social TV to broadcasters and provide directions for initiating and maintaining long-term relationships with viewers.
Relation:	Journal of Broadcasting & Electronic Media, Volume 62, Issue 1 , Pages 1-20
Data Type:	article
DOI 連結:	https://doi.org/10.1080/08838151.2017.1402904
DOI:	10.1080/08838151.2017.1402904
Appears in Collections:	[廣告學系] 期刊論文 [企業管理學系] 期刊論文

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