| dc.contributor | 廣告系 | |
| dc.creator (作者) | 林芝璇 | zh_TW |
| dc.creator (作者) | Lin, Jhih-Syuan | en_US |
| dc.creator (作者) | Chen, Kuan-Ju | en_US |
| dc.creator (作者) | Sung, Yongjun | en_US |
| dc.date (日期) | 2018 | |
| dc.date.accessioned | 9-Feb-2018 17:29:15 (UTC+8) | - |
| dc.date.available | 9-Feb-2018 17:29:15 (UTC+8) | - |
| dc.date.issued (上傳時間) | 9-Feb-2018 17:29:15 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/115964 | - |
| dc.description.abstract (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. | en_US |
| dc.format.extent | 634331 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Journal of Broadcasting & Electronic Media, Volume 62, Issue 1 , Pages 1-20 | |
| dc.title (題名) | Understanding the nature, uses and gratifications of social television: Implications for developing viewer engagement and network loyalty | en_US |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.1080/08838151.2017.1402904 | |
| dc.doi.uri (DOI) | https://doi.org/10.1080/08838151.2017.1402904 | |
