earticle

영어

With the recent popularity and technological development of online streaming video, interactive digital narrative (IDN hereafter) videos became one of the main formats for users. The current study proposed that the level of interactivity of IDN videos influences users’ evaluation of the video. The concept of flow was introduced as a mediating variable between interactivity and the users’ evaluation. Further, the type of IDN videos, users’ familiarity with IDN videos and trust toward platforms were employed as moderating variables. Data from a survey verified the mediating role of flow, moderating role of users’ familiarity and trust toward platforms. the type of IDN videos, users’ familiarity with IDN videos and trust toward platforms. We have observed a significant moderating effect of users’ trust toward the platform on users’ evaluation resulting from flow experience. It is evident that the higher the level of users’ trust towards the platform, the less pronounced the impact of flow experience on users’ evaluation. Theoretical and managerial implications are discussed.