Abstract
With the increase in video consumption on mobile devices, Korean broadcasters have begun to provide short video clips of re-edited existing broadcast content. This study aims to investigate the motivations that drive Korean consumers to watch short clips online and understand the behaviour of consumers to analyse video clips' additional promotional effects. Exploratory factor analysis and hierarchical regression were performed with online survey data. Findings suggest that selective entertainment is the most important factor affecting video clip consumption, intent to watch live programming on TV, and intent to purchase VOD. Additionally, video clip use motives have a strong influence on the intent to watch live programming on TV and purchase VOD. Therefore, broadcasters may consider consumers' psychological needs when providing video clip content. Because no academic study has attempted to investigate the relation between video clips usage and use patterns, this findings will be helpful for future research.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
