Factors Affecting Interactive-Storytelling Contents Usage: Exploring the Roles of Perceived Interaction, Innovation, Usage Pattern, and Device Type

Abstract

In this study, we investigate the effect of perception and experience within Interactive Storytelling Content (ISC), a content type, on user flflow experience, satisfaction, and intention to continue using ISC. We consider perceived interaction, perceived attributes of innovations, and usage patterns as types of independent variables. We classify respondents with experience using ISC into a non-portable devices-centered user group and a portable devicescentered user group, depending on their preferred device types. We examined the perceived interaction related to ISC and identifified Person to Person (P2P), Person to Computer (P2C), and Person to Storytelling (P2S) interaction. We found out that P2P and P2S interaction influences are confirmed, and all variables in perceived attributes of innovations have a significant influence. The number of ISCs watched and the duration of Netflflix subscriptions affffect some dependent variables. Findings suggest that over-the-top (OTT) services, delivering content and media over the Internet rather than traditional cable, offffer users an interaction experience and should provide difffferent values for each device.