SOCIAL TELEVISION AND LOCUS OF CONTROL: INTERACTIVITY EFFECTS ON COGNITION AND BEHAVIOR

Abstract

We examined the effects on users' cognition and behavior of an interface cue for level of interactivity that is presented on secondary screens in a social television environment. Our primary focus was on the social role of television watching, the effects of an interactivity cue on user perception, and user behavior outcomes. In addition, we examined how locus of control, as an individual characteristic, influenced these aspects. Participants (52 undergraduate students in Korea) communicated with other viewers through a secondary device while watching a television show. We found that the presence of an interface cue for interactivity was positively related to users' perceptions, such as sense of presence and sense of community. Additionally, the relationship differed based on personal characteristics. Overall, the effect of an interface cue on social television users' attitude and behavior is mediated by sense of community.