Empirical study on video clip consumption: focusing on viewing habits and use motives Online publication date: Fri, 05-Mar-2021
by Ji Young Lee; Minjeong Ham; Sang Woo Lee
International Journal of Mobile Communications (IJMC), Vol. 19, No. 2, 2021
Abstract: With the increase in video consumption on mobile devices, Korean broadcasters have begun to provide short video clips of re-edited existing broadcast content. This study aims to investigate the motivations that drive Korean consumers to watch short clips online and understand the behaviour of consumers to analyse video clips' additional promotional effects. Exploratory factor analysis and hierarchical regression were performed with online survey data. Findings suggest that selective entertainment is the most important factor affecting video clip consumption, intent to watch live programming on TV, and intent to purchase VOD. Additionally, video clip use motives have a strong influence on the intent to watch live programming on TV and purchase VOD. Therefore, broadcasters may consider consumers' psychological needs when providing video clip content. Because no academic study has attempted to investigate the relation between video clips usage and use patterns, this findings will be helpful for future research.
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