Abstract
V Live is a live-streaming service made by South Korean IT company in August 2015. The service provides diverse video contents specific to entertainment content. Most of V Live users are K-pop fans, and they actively express emotions on V Live content by writing comments, pressing “hearts”, and sharing video content. Based on Uses and Gratifications theory, this study investigated why people use live streaming service, and the factors influencing users’ viewing behavior in live streaming. We conducted an in-depth interview with V Live users. Based on the results of the interview, an online survey was conducted. As a result, six factors—“Interpersonal relationship motivation”, “Social presence motivation”, “Celebrity support motivation”, “Celebrity presence motivation”, “Social interaction motivation”, and “Differentiation motivation”—were derived as motivations to use V Live. While “Social presence motivation” and “Differentiation motivation” among V Live use motivations that have been shown to mediate the relationship between fans’ fanship and V Live viewing time, all motivations using V Live have been shown to mediate the relationship between fans’ fanship and V Live viewing participation.
Highlights
The K-pop boy band BTS held a concert at Wembley Stadium in London, the UK, in June 2019, which was broadcast live on Naver’s live streaming service (LS), V Live
V Live users use the service with the desire to build an interpersonal relationship with people or other fans (Interpersonal relationship), to feel as if the user and other fans are in the same place (Social presence), to support their favorite K-pop star (Celebrity support), to feel as if the user and the K-pop star are in the same place (Celebrity presence), to directly communicate with their favorite K-pop star (Social interaction), and to watch video content that cannot be seen on other
This study investigated the motivation for using V Live, a previously unexplored aspect
Summary
The K-pop boy band BTS held a concert at Wembley Stadium in London, the UK, in June 2019, which was broadcast live on Naver’s live streaming service (LS), V Live. Even though V Live’s live streaming of the BTS concert was paid content that cost users an additional USD 27, Naver earned approximately USD users from 3,750,000 to 140,000 [1]. V Live, which started in August 2015, has actively provided live streaming content and self-produced content related to K-pop stars and targeted fandom. To lower the language barrier for the convenience of worldwide fans, V Live supports “V Fansubs”, a real-time subtitle service that enables a transnational network of K-pop stars and K-pop fandoms [3]. LSs like V Live are real-time broadcasting platforms provided in a wireless network environment rather than a traditional broadcasting network.
Sign-in/Register to view highlights & summary 
Published Version (
Free)
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 call