A Preliminary Study on the Relationships between Engagement and Qualities of Diffused Audience in Online Video Websites
| Autor: | Li-Ping Kang, 康力平 |
|---|---|
| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 Online video websites have become a major part of people’s daily life due to popularization of internet. During recent years, visiting online video websites have occupied a high percentage in user engaged in online activities due to its powerful audio/visual effects, website-user interaction and level of participation. With online video websites serving as a newest indicator for current media technology, investigation on audience behavior while engaged in online video websites has become the most-discussed topic in the realm of communication. However, with massive media messages brought by digital environment to daily life, studies on audience behavior while engaged in online video websites should incorporate the use of media and audience feedback and thinking when engaged in online video websites to respond to the current media environment which is both diversified and highly-interactive. In pursuit to seek for a breakthrough in past studies conducted in Taiwan which only target online video website engagement via specific media channels, groups, and study cases, this study hopes to extensively understand current audience behavior when engaged in online video websites as well as investigate audience attitude when engaged in online video websites and impacts brought by audience population qualities on online video website engagement. Audience Spectacle/Performance Paradigm perspective combined with media engagement are used for the first time by this study in the discussion of relationship between audience population qualities, audience behavior, engagement type, and diffused audience qualities of online video website audience with statistical model created to authenticate theory suitability. Through online survey with samples derived from online video website audience in Taiwan, this study has collected a total of 2,354 valid samples. Sample statistical analysis show that online video website audience in Taiwan can be divided into 2 media engagement types: personal engagement and social-interactive engagement. Further testing by SEM show different degree of diffused audience qualities in aspects of online video website audience gender and education in addition to time spent engaged on online video websites, simultaneous media usage, type of use, content of usage, and level of media engagement. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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