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    Title: 洞悉追劇現象:美國和台灣OTT電視千禧世代使用者差異之質化研究
    Understanding Drama Binge-watching: A Qualitative Study of Millennial OTTTV Users in USA and Taiwan
    Authors: 歐海倫
    Helena, Oviedo
    Contributors: 林翠絹
    Lin, Trisha Tsui-Chuan
    歐海倫
    Helena, Oviedo
    Keywords: Binge-watching behaviors
    OTT TV
    Media system dependency theory
    Flow theory
    Uses and gratifications theory
    Millenial
    Date: 2018
    Issue Date: 2018-10-01 12:13:58 (UTC+8)
    Abstract: Binge-watching has become the prevailing mode of video consumption in digital savvy countries. This study defines binge-watching as the video viewing behavior with excessive or intensive consumption of audiovisual content within a short period of time. Although some studies investigated the motivations and outcomes of binge-watching TV series in western countries and among a few Asian nations, none have examined users’ consumption of specific content genres (dramas) on selected video platforms and services (Over-the-Top TV; OTT TV). There is an absence of research in binge-watchers’ psychological status during viewing and their behaviors (e.g., context and patterns) as well as cross-cultural comparisons among different countries. This study focused on examining drama binge-watching users on OTT TV and comparing Taiwanese and American audiences’ binge-watching processes.

    This study investigated the holistic process of drama binge-watching on OTT TV from user motivations, viewing psychological status, and behavioral patterns to outcomes. It also compared millennial users in the United States and Taiwan in order to identify cultural influences on such binge-watching. This study builds the theoretic foundation by integrating Uses and Gratifications Theory (U&G; motivation), Flow Theory (viewing psychological status) and Media System Dependency Theory (MSDT; users’ dependency relationship, behaviors, outcomes and cultural influences). This qualitative study conducted in-depth interviews with American and Taiwanese OTT TV drama binge-watchers who were aged 22-30 years old. Through a purposive sampling method with a snowball sampling, this study recruited 21 OTT TV users (11 Taiwanese and 10 American participants). The transcribed interview data was coded thematically.

    Based on the interview data, the most salient motivations for Taiwanese and American participants to binge-watch were entertainment and passing time and reducing boredom, answering RQ1. In regards to the psychological status of young OTT TV users’ (RQ2), intense concentration and time distortion were the most prominent while engaging in drama content consumption. For the behavioral patterns (RQ3), most of the participants preferred to binge-watch alone at home mostly during the evening and late night. Netflix was the most used OTT platform accessed through the laptop. Furthermore, the majority of the American participants were heavy users, while most of the Taiwanese participants were light users. Regarding binge-watching outcomes (RQ4), the most striking outcomes were the affective outcomes relaxation, feeling anxiety and/or guilt and mood change. Information as a cognitive outcome and social interaction as a behavioral outcome were the other prominent effects of the binge-watching behavior. Lastly, in cross-cultural comparisons, binge-watching behavior was quite similar between the Taiwanese and American participants. However, there were some slight differences throughout the binge-watching process that were affected by personal choice, lifestyle and content.

    There were 3 emerging codes from the collected data: 1) Spatial presence under immersive flow; 2) Parasocial breakup under affective outcomes (had previously not been linked to binge-watching and is associated with grief and loss in regard to TV shows); and 3) Social interaction under behavioral outcomes (the accessibility to discuss with anyone about series). Furthermore, from the data analysis it was evident content played a key role throughout the drama binge-watching process. Interest in the content is essential, hence personal choice in regards to genre and story interests, and lifestyle in regards to time availability, will influence what drama to binge-watch. Specifically, content was essential in the psychological status of the immersive flow segment. If the content is not engaging enough, once the viewer is in the immersive flow segment they will most likely lose focus and multitask or stop watching the drama. Additionally, content has a great impact on the outcomes, especially in regard to the affective outcomes—like relaxation, mood change, and loneliness.

    Keywords: binge-watching, OTT TV, motivations, psychological status, binge-watching behaviors, outcomes, Media System Dependency Theory, Flow Theory, Uses and Gratifications Theory
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    Description: 碩士
    國立政治大學
    國際傳播英語碩士學位學程(IMICS)
    105461028
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105461028
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.IMICS.016.2018.F05
    Appears in Collections:[國際傳播英語碩士學程] 學位論文

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