earticle

영어

The latest movement in live video streaming service is mobile personal broadcasting (MPB), which refers to consumers accessing service through social media with mobile devices. Features such as enhanced user interaction and real-time broadcasting, combined with greater variety of content has led MPB to bloom. The increase in MPB users calls for research, including the hedonic motivational angle. The purpose of this study is to assess MPB users’ intrinsic motives through the hedonic-motivation system adoption model (HMSAM) using seven factors: joy, temporal dissociation, escapism, focused immersion, perceived ease of use, perceived usefulness and intention to watch. Survey was analyzed with statistical techniques such as confirmatory factor analysis and structural equation modeling. Results showed that time dissociation, escapism and perceived ease of use have positive relationships with heightened enjoyment. Joy significantly affects focused immersion and intention to watch. Escapism also had statistically significant influence on focused immersion.