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Abstract
The purpose of this study is to explore the ways in which users build parasocial relationships via social TV, and the implications for sociability and usability in future media. Focusing on parasocial behavior, this study examines how sociability and usability influence the attitudes and intentions of social TV (STV) users. The findings from experiments and a user survey indicate mediating and moderating roles of parasociability in the effect of performance on intention. The results showed that STV viewing and interaction were positively associated with parasocial experience. Parasocial relationships and interaction, in turn, were positively associated with the viewers’ perception of usability and sociability, and intentions. This study reveals the links among an emerging media experience, social TV, and users’ interaction with mediated realities.
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Dong-Hee Shin
Dong-Hee Shin (Ph.D., Syracuse University) is a professor in the Department of Interaction Science at Sungkyunkwan University, Seoul, South Korea. His research interests include human-computer interaction and digital journalism.