TY - JOUR
T1 - I hate binge-watching but I can't help doing it
T2 - The moderating effect of immediate gratification and need for cognition on binge-watching attitude-behavior relation
AU - Shim, Hongjin
AU - Lim, Sohye
AU - Jung, Eunjean Elizabeth
AU - Shin, Euikyung
N1 - Publisher Copyright:
© 2018 Elsevier Ltd
PY - 2018/10
Y1 - 2018/10
N2 - Binge-watching is becoming a new “norm” for viewers in the way they consume their favorite TV shows and movies, nevertheless, most scholarly research on binge-watching remains exploratory. This study investigated (1) the relationship between attitudes toward binge-watching and the extent of binge-watching and (2) the role of viewers’ personality traits (i.e., immediate gratification [IG] and needs for cognition [NFC]) on this association. The results from the analysis of the survey data (N = 714) illustrated that there was a positive association between viewers’ negative attitudes and the extent of their binge-watching, showing a signature indicator of attitude-discrepant behaviors. Furthermore, a significant interaction effect of a negative attitude toward binge-watching and IG on binge-watching behavior was found. High-IG respondents with a negative attitude toward binge-watching were more likely to binge-watch than their low-IG counterparts, marked by a greater negative attitude toward binge-watching as a guilty pleasure.
AB - Binge-watching is becoming a new “norm” for viewers in the way they consume their favorite TV shows and movies, nevertheless, most scholarly research on binge-watching remains exploratory. This study investigated (1) the relationship between attitudes toward binge-watching and the extent of binge-watching and (2) the role of viewers’ personality traits (i.e., immediate gratification [IG] and needs for cognition [NFC]) on this association. The results from the analysis of the survey data (N = 714) illustrated that there was a positive association between viewers’ negative attitudes and the extent of their binge-watching, showing a signature indicator of attitude-discrepant behaviors. Furthermore, a significant interaction effect of a negative attitude toward binge-watching and IG on binge-watching behavior was found. High-IG respondents with a negative attitude toward binge-watching were more likely to binge-watch than their low-IG counterparts, marked by a greater negative attitude toward binge-watching as a guilty pleasure.
KW - Attitude
KW - Binge-watching
KW - Digital video recording
KW - Immediate gratification
KW - Need for cognition
UR - http://www.scopus.com/inward/record.url?scp=85052753415&partnerID=8YFLogxK
U2 - 10.1016/j.tele.2018.07.001
DO - 10.1016/j.tele.2018.07.001
M3 - Article
AN - SCOPUS:85052753415
SN - 0736-5853
VL - 35
SP - 1971
EP - 1979
JO - Telematics and Informatics
JF - Telematics and Informatics
IS - 7
ER -