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Let's watch one more episode : 'the moderating role of personalized suggestions, cliffhangers and the need for completion in relation to binge watching'

Brandt, A.A.A. van den (2019) Let's watch one more episode : 'the moderating role of personalized suggestions, cliffhangers and the need for completion in relation to binge watching'.

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Abstract:Since video-on-demand services became popular, media consumption changed significantly. Watching many episodes one after another whenever a viewer chose to watch became normal. A new phenomenon was born: binge watching. Despite its popularity, binge watching is not as harmless as many people might think. Binge watching is an unhealthy and addictive behaviour (Wadley, 2017; Exelman & Van den Bulck, 2017). Therefore, research into the factors that influence binge watching is of social relevance. The aim of this study is to investigate the factors that influence viewing behaviour, to find out what motivates and triggers users to continue watching or to stop watching. The theory of planned behaviour is used as a basis for the study. Furthermore, the moderating roles of personalised suggestions, cliffhangers and the need for completion is measured. This study is performed by conducting an online questionnaire among Dutch people between 18 and 30 years old (n = 278). Therefore, the confidence level of this study was 90%. The Likert scale was used to measure the items used to test the hypotheses. This questionnaire included open questions to discover external factors that may have influenced this study and to gain insights for future research. First, attitude, which is a component of the theory of planned behaviour, was found to be an important aspect that positively influence viewing behaviour. Second, perceived behavioural control was also found to positively influence viewing behaviour. Third, the moderating role of personalised suggestions on perceived behavioural control in relation to viewing behaviour was also partly supported. An additional analysis was performed which proved that cliffhangers and the need for completion lower perceived behavioural control. Furthermore, cliffhangers were found to positively influence the need for completion. The results of this study provide insights into the motivations and triggers for binge watching. These results could be beneficial for future studies on changing binge-watching behaviour or on interventions related to binge watching.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/77153
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