소셜 TV 시청 : 다른 TV 시청자에 대한 지각과 사회적 현존감의 효과

Abstract

Watching TV while communicating with other TV viewers via social media about the TV program is increasingly becoming popular. Called social TV viewing, this new TV viewing allows social interactions with virtual co-viewers, who are physically away but virtually together. The purpose of the study is to unfold how and why social aspects of social TV viewing affect enjoyment. Data were collected using an online survey from 330 social TV viewers. Primary findings suggest that social TV viewers’ perceived similarity (homophily) of virtual co-viewers positively affect a feeling of social presence, which in turn increases enjoyment.