부산대학교 도서관

The purpose of this study is to analyze the relationship among personality, media dependency, motivation, behavior and satisfaction perceived by social viewing experience. A total of 330 valid responses from social viewing users are recruited to establish structural relationships among the variables. The results are as follows. First, extraversion and conscientiousness have no significant effect on media dependency and motivation of social viewing. Second, neuroticism has positive effects on TV dependency and smart-phone dependency. Third, Agreeableness has positive effects on TV dependency, engagement of TV program motivation and information-seeking motivation. Fourth, Openness has positive effects on social relation motivation and information-seeking motivation. Fifth, TV dependency has positive effects on social relation motivation and engagement of TV program motivation. In contrast, smart-phone dependency has positive effects on information-seeking motivation and entertainment motivation. Next, when testing the relationships between motivations and the levels of behavior, the motivation for social relations has positive effects on both reception and active expression during social viewing. The motivation for TV program engagement has a positive effect on active express. The motivation for Information-seeking has a positive effect on reception while having a negative effect on active expression. The motivation for entertainment has no significant effect on any levels of behavior. Finally, both levels of behavior (reception, active expression) have positive effects on satisfactions (TV program, communication). Additionally, this study also finds that media dependency has a mediating effect significantly between personal traits (neuroticism, agreeableness) and motivations. The results imply that the influences of personality and media dependency can be considered for important factors when interpreting motivations, behaviors and satisfactions of social viewing user. This study suggests that users’ opinions and active participations are necessary for producing TV program.