V Live is a live-streaming service made by South Korean IT company in August 2015.\nThe service provides diverse video contents specific to entertainment content. Most of V Live users\nare K-pop fans, and they actively express emotions on V Live content by writing comments, pressing\nâ??heartsâ?, and sharing video content. Based on Uses and Gratifications theory, this study investigated\nwhy people use live streaming service, and the factors influencing usersâ?? viewing behavior in live\nstreaming. We conducted an in-depth interview with V Live users. Based on the results of the\ninterview, an online survey was conducted. As a result, six factorsâ??â??Interpersonal relationship\nmotivationâ?, â??Social presence motivationâ?, â??Celebrity support motivationâ?, â??Celebrity presence\nmotivationâ?, â??Social interaction motivationâ?, and â??Differentiation motivationâ?â??were derived as\nmotivations to use V Live. While â??Social presence motivationâ? and â??Differentiation motivationâ?\namong V Live use motivations that have been shown to mediate the relationship between fansâ??\nfanship and V Live viewing time, all motivations using V Live have been shown to mediate the\nrelationship between fansâ?? fanship and V Live viewing participation.
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