Abstract
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.
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