Multiscreen social TV system: A mixed method understanding of user attitude and adoption intention

Abstract

Past social TV (STV) system user studies usually tested a small number of trialists in lab settings in Western countries. This Asian research took a mix method approach (interview, observation, and web survey) to examine the attitudes of 76 young adults’ experiences of using a multiscreen STV system. The results show that the majority of participants preferred shifting and complementary patterns when using STV. Their favorite feature was multiscreen video teleportation via QR codes. Nearly half of participants agreed that sociability features of the STV system could facilitate their perceived social presence and sense of community, which increased adoption intention. Additionally, text messaging was selected as the preferred mode for social interactions during video viewing. Although most participants liked the user-friendly design to upload and share videos conveniently, age has a negative association with users’ receptiveness of the user generated video channel creation and aggregation feature.