Exploring Online Video Usage and Stickiness of Mobile Users: From the Perspective of Media Repertoire

• Main Authors: PENG,SHU-CHUN, 彭舒淳
• Other Authors: CHIANG,YI-HSUAN
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/19649603325050200037

碩士 === 世新大學 === 廣播電視電影學研究所(含碩專班) === 104 === Traditional TV viewing behavior is no longer the only option, the audience was divided up by new media. Under the rapid development of network, online video platform sprouted up. Users can enter video platforms through internet. In a multi-media environment, users have more choices to use different media, these source that a person regularly goes to for information is called media repertoire. This study is exploring the influence of media repertoire on mobile video usage from collecting clickstream data of online video use, and more specifically to investigate the stickiness of the online video platforms. Using the data collected by IX Mobile (APP) developed by InsightXplorer co., collecting the target panel of watching videos via clickstream data or mobile phones or APP during August to October in 2015.After statistical analysis, we found out there is significant differences in media repertoire and stickiness with gender, but age has no significant differences with it. The number of media repertoire in stickiness is negative correlation, the type of media repertoire in stickiness is no correlation. In the end of the study, using more long-term and a larger number of panel size for the future research of media repertoire and explore media repertoire of different media simultaneously is recommended. For not only the exploring overall trend, but also to develop more possibilities for new media research.