ABSTRACT
The purpose of this exploratory study is to (i) empirically determine homogeneous classes of online video users based on variables involving three dimensions of video usage behaviors (viewing, interacting, and producing) by Latent Profile Analysis; (ii) examine how psychological characteristics and contextual factors predict different patterns of online video use. By analyzing the first-hand online survey data involving 598 valid responses, we distinguished four subgroups of online video users: Mild-users, Moderate-users, Moderate-bystanders, and Heavy-users. The subsequent multinomial regressions showed that neuroticism, extraversion, agreeableness, need for cognition, and personal education were associated with the distinct usage patterns of online streaming services.
Acknowledgments
We thank editor Shuhua Zhou and anonymous reviewers for their valuable comments and suggestions on the current work.
Disclosure statement
No potential conflict of interest was reported by the authors.
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Notes on contributors
Wei Ren
Wei Ren (B.A., Huazhong University of Science and Technology) is a Ph.D. student in School of Humanities and Social Science at Xi’an Jiaotong University. Her research focuses on digital media usages and media effects, with an emphasis on how digital inequality interacts with existing social inequalities.
Xiaowen Zhu
Xiaowen Zhu (Ph.D., University of Pittsburgh) is a professor in School of Humanities and Social Science at Xi’an Jiaotong University. Her main research interests include sociology of education, educational measurement and evaluation, and applications of quantitative research methods in social science.
Xinyang Yi
Xinyang Yi (B.A., Xi’an Jiaotong University) is a master student in School of Humanities and Social Science at Xi’an Jiaotong University. Her research interests include media psychology and cyberbullying.
Jiatong Liu
Jiatong Liu (B.A., Northwest University) is a Ph.D. student in school of Humanities and Social Science at Xi’an Jiaotong University. Her research interests include sociology of education and subjective well-being.