Motivation and Evaluation Criteria Influencing Consumer Experience of One-Person Media

ABSTRACT

This study explores users’ motivations and evaluation criteria determining their consumption behaviors of one-person media (OPM). Given the lack of systemic understanding specific to OPM in the extant literature, the study is composed of both a qualitative inquiry with the grounded theory method and a quantitative analysis with data collected via a survey method. The final results show that vicarious experience, self-development, instant and real-time gratification, and social engagement are critical user motivations for consuming OPM. We also find that credibility, intimacy, and morality are significant evaluation criteria. Creativity and uniqueness, running time, visual design, and content variety are also found to be important evaluative dimensions associated with OPM.

Additional information

Notes on contributors

Song-Hyae Ju

Song-Hyae Ju is a doctoral student at Seoul Business School in South Korea. Her research focuses on branding, consumer decision making, and user experience in social media. Before joining her Ph.D. program, she worked as a marketer at LG Electronics and FedEx Express Korea.

Erin Cho

Erin Cho is Dean of the School of Undergraduate Studies, Schools of Public Engagement and a professor of Strategic Design Management at Parsons, The New School, USA. Her research areas include innovation, entrepreneurship, design management, and e-commerce, in which she has built an extensive research portfolio and industry engagement.