AUDIENCE INTERACTIVITY ON VIDEO WEBSITES AND THE BUSINESS IMPLICATIONS FOR ONLINE MEDIA PLATFORMS

被引：2

作者：

Yang, Yan ^{[1
]}

Coffey, Amy Jo ^{[2
]}

机构：

[1] High Point Univ, Sch Commun, High Point, NC 27262 USA

[2] Univ Florida, Coll Journalism & Commun, Gainesville, FL 32611 USA

来源：

JOURNAL OF MEDIA BUSINESS STUDIES | 2014年 / 11卷 / 02期

关键词：

Audience valuation; interactivity; online participation; interactive feature; online video;

D O I：

10.1080/16522354.2014.11073579

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This research investigates consumers' online participatory behavior by analyzing their use of interactive features on video websites. Based on a national consumer panel survey (N=200) among broadband users, the study found that technology-related variables had a much greater impact on people's online participation than demographic and individual-related variables. It indicates that it is the consumers' positive perception and experience with technology that drive their decisions to adopt new features. Media practitioners may develop effective ways to evaluate the psychographics of online audiences to take advantage of this highly valuable group.

引用

页码：25 / 56

页数：32

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