Abstract
This study uses personality traits of viewers as the basis to explain post-watching behavior. We focus on discovering the important personality traits from YouTube viewers and applying association rules to generate correlations between online viewers' personality and post-watching behavior. The results showed that generation X, Y, and Z have different preferences and behaviors in terms of usage and post-watching behavior. Generation Y viewers drive increasing frequency of sharing, forwarding, and exposure of videos. Generation Z viewers tend to enhance the subscriptions by rising more hits of videos. Generation X viewers help maintain the audience's enthusiasm to increase the number of views. The characteristics of affinity, conscientiousness, and extraversion have positive effect on online watching behavior. Extraversion, conscientiousness, and openness to experience have positive effect on the post-watching behavior of online videos.
Published Version
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