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Assessing Predictors and Consequences of Video-on-Demand Streaming Behaviour : An Experience Sampling Study.

Sundermann, Josefine (2019) Assessing Predictors and Consequences of Video-on-Demand Streaming Behaviour : An Experience Sampling Study.

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Abstract:Watching online content online with Video-on-demand (VOD) services is becoming popular. This study examines the different predictors of watching behaviour and its impact on happiness using an experience sampling method (ESM). It was expected that exhaustion increases streaming VOD content if the individuals expect to feel better afterwards. Literature suggested that increased watching has a negative impact on happiness if individuals feel they are neglecting daily obligations. The study involved 45 participants, answering questionnaires about mood and watching behaviour over the course of 15 days. The longitudinal data were analysed using linear mixed models, simple correlation analyses and multivariate regression. Exhaustion was not a significant predictor of watching time. The expectancy of feeling better after watching was significantly linked to watching time. Moreover, the perceived neglection of daily tasks was identified as a significant covariate of happiness. There was a negative, but non-significant correlation between obligation neglection and happiness. Watching time was a significant covariate of the level of happiness only in longitudinal mixed model analysis. This study identified individuals with a positive outcome expectancy as a predictor for an increased time of streaming VOD-content. Future research should focus on individuals with a positive outcome expectancy towards VOD-streaming.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/78325
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