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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

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題名:	Understanding the nature, uses and gratifications of social television: Implications for developing viewer engagement and network loyalty
作者:	林芝璇 Lin, Jhih-Syuan Chen, Kuan-Ju Sung, Yongjun
貢獻者:	廣告系
日期:	2018
上傳時間:	2018-02-09 17:29:15 (UTC+8)
摘要:	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.
關聯:	Journal of Broadcasting & Electronic Media, Volume 62, Issue 1 , Pages 1-20
資料類型:	article
DOI 連結:	https://doi.org/10.1080/08838151.2017.1402904
DOI:	10.1080/08838151.2017.1402904
顯示於類別:	[廣告學系] 期刊論文 [企業管理學系] 期刊論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
08838151.2017.pdf		619Kb	Adobe PDF2	455	檢視/開啟

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