主題：社交電視的前置因素與結果 Antecedents and Consequences of Social TV
講者：美國喬治亞大學新聞與大眾傳播學院--廣告與公共關係學系林芝璇助理教授
地點：客家文化學院 HK206
時間：6/21（週二）12:00-13:00
內容簡介：
本次演講主軸為社交電視，並以林老師自身的研究作為範例，討論社交電視的前置因素與結果。
林老師的研究（“Understanding the Uses and Gratifications of Social Television and the Implications for Developing Network Loyalty”）探討了閱聽人參與社交電視的動機如何影響其社交電視活動的參與（包括對節目的忠誠度、網絡的忠誠度）。
This research talk will be about social TV and use one of Dr. Lin's studies as an example to discuss some antecedents and consequences of social TV.
Lin, Jhih-Syuan, Kuan-Ju Chen, and Yongjun Sung (in press), “Understanding the Uses and Gratifications of Social Television and the Implications for Developing Network Loyalty,” accepted for publication in the Journal of Broadcasting & Electronic Media.
This study employed an online survey 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.
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