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題名 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作者 歐海倫
Helena, Oviedo貢獻者 林翠絹
Lin, Trisha Tsui-Chuan
歐海倫
Helena, Oviedo關鍵詞 Binge-watching behaviors
OTT TV
Media system dependency theory
Flow theory
Uses and gratifications theory
Millenial日期 2018 上傳時間 1-Oct-2018 12:13:58 (UTC+8) 摘要 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.\r\n\r\nThis 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.\r\n\r\nBased 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.\r\n\r\nThere 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.\r\n\r\nKeywords: binge-watching, OTT TV, motivations, psychological status, binge-watching behaviors, outcomes, Media System Dependency Theory, Flow Theory, Uses and Gratifications Theory 參考文獻 References\r\nAbbott, A. (2014). The problem of excess. 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國立政治大學
國際傳播英語碩士學位學程(IMICS)
105461028資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105461028 資料類型 thesis dc.contributor.advisor 林翠絹 zh_TW dc.contributor.advisor Lin, Trisha Tsui-Chuan en_US dc.contributor.author (Authors) 歐海倫 zh_TW dc.contributor.author (Authors) Helena, Oviedo en_US dc.creator (作者) 歐海倫 zh_TW dc.creator (作者) Helena, Oviedo en_US dc.date (日期) 2018 en_US dc.date.accessioned 1-Oct-2018 12:13:58 (UTC+8) - dc.date.available 1-Oct-2018 12:13:58 (UTC+8) - dc.date.issued (上傳時間) 1-Oct-2018 12:13:58 (UTC+8) - dc.identifier (Other Identifiers) G0105461028 en_US dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=138237 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 105461028 zh_TW dc.description.abstract (摘要) 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.\r\n\r\nThis 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.\r\n\r\nBased 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.\r\n\r\nThere 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.\r\n\r\nKeywords: binge-watching, OTT TV, motivations, psychological status, binge-watching behaviors, outcomes, Media System Dependency Theory, Flow Theory, Uses and Gratifications Theory en_US dc.description.tableofcontents TABLE OF CONTENTS\r\n\r\nAbstract………i\r\nTable of contents…………iii\r\nList of Tables and Figures…………vii\r\nCh. 1 Introduction ……………1\r\n1.1. Research background ……………1\r\n1.2. Research purposes……………2\r\n1.3. Research significance and expected contributions ………………………3\r\nCh. 2 Literature Review ……………5\r\n2.1. Binge-watching phenomenon in United States and Taiwan…………………5\r\n2.2. Binge-watching: definitions and studies………………6\r\n2.2.1. Binge-watching………………7\r\n2.2.2. Binge-watching literature……………10\r\n2.2.3. Uses and Gratifications Theory (U&G)……………13\r\n2.2.4. Motivations in binge-watching studies…………14\r\n2.3. Binge-watching and media dependency……………15\r\n2.3.1. Binge-watching: addiction or dependence? ………………15\r\n2.3.2. Media System Dependency Theory (MSDT)……………16\r\n2.3.3. Outcomes in binge-watching studies……………18\r\n2.4. Binge-watching and Flow Theory………………20\r\n2.5. Theoretic framework…………………22\r\nCh. 3 Methodology ………………24\r\n3.1. Rationale for qualitative research method ……………24\r\n3.2. Data Collection…………………25\r\n3.3. Data analysis…………………27\r\nCh. 4 Results ……………………30\r\n4.1. General description of the interviewees’ profiles and binge-watching behavior……………………30\r\n4.1.1. Interviewees’ profiles………………30\r\n4.1.2. OTT platforms and services………………31\r\n4.1.3. Viewing context……………………32\r\n4.2. Pre-viewing motivations (RQ1)……………………35\r\n4.2.1. Hedonic motives…………………35\r\n4.2.1.1. Entertainment………………35\r\n4.2.1.2. Escapism………………37\r\n4.2.2. Instrumental motives…………………38\r\n4.2.2.1. Passing time and reducing boredom……………39\r\n4.2.2.2. Social goals……………………40\r\n4.2.3. Pre-viewing motivations summary……………43\r\n4.3. Drama binge-watching psychological engagement (RQ2)…………………………43\r\n4.3.1. Immersive Flow……………………44\r\n4.3.1.1. Intense concentration……………44\r\n4.3.1.2. Time distortion…………………46\r\n4.3.1.3. Loss of self-consciousness……………48\r\n4.3.1.4. Intrinsic enjoyment……………………49\r\n4.3.1.5. Spatial presence…………………50\r\n4.3.2. Psychological engagement summary……………51\r\n4.4. Binge-watching behavior (RQ3)……………………52\r\n4.4.1. Content types………………………52\r\n4.4.2. Usage level and device used…………………54\r\n4.5. After viewing outcomes (RQ4)……………………57\r\n4.5.1. Affective outcome……………………58\r\n4.5.1.1. Relaxation…………………58\r\n4.5.1.2. Feeling anxiety and/or guilt……………59\r\n4.5.1.3. Mood change………………………61\r\n4.5.1.4. Loneliness………………………62\r\n4.5.1.5. Parasocial breakup…………………64\r\n4.5.2. Cognitive outcome…………………………64\r\n4.5.2.1. Information…………………………65\r\n4.5.2.2. Well-being……………………………66\r\n4.5.3. Behavioral outcome………………………68\r\n4.5.3.1. Social interaction…………………68\r\n4.5.3.2. Health problems………………………69\r\n4.5.3.3. Productivity loss………………………70\r\n4.5.3.4. Habit………………………72\r\n4.5.4. After viewing summary………………………73\r\nCh. 5 Discussion and conclusion……………………75\r\n5.1. Discussion and conclusion………………………75\r\n5.2. Contributions and limitations……………84\r\nReferences ……………………………87\r\nAppendices ……………………………96\r\nAppendix A Consent form ……………………96\r\nAppendix B Semi-structured Interview Guide…………98 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105461028 en_US dc.subject (關鍵詞) Binge-watching behaviors en_US dc.subject (關鍵詞) OTT TV en_US dc.subject (關鍵詞) Media system dependency theory en_US dc.subject (關鍵詞) Flow theory en_US dc.subject (關鍵詞) Uses and gratifications theory en_US dc.subject (關鍵詞) Millenial en_US dc.title (題名) 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 zh_TW dc.title (題名) Understanding Drama Binge-watching: A Qualitative Study of Millennial OTTTV Users in USA and Taiwan en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) References\r\nAbbott, A. (2014). The problem of excess. Sociological Theory, 32(1), 1–26.\r\nAllardice, B. (2015). \"A totally glorious, exhilarating game\": Baseball`s Emergence as the\r\nNational Pastime. Base Ball, 9, 53.\r\nAllen, B. (2017). 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