Investigating Communal Interactive Video Viewing Experiences Online

  • Lili LiuEmail author
  • Ayoung Suh
  • Christian Wagner
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9733)


A new generation of online video systems increasingly integrates online video content with social media communication interfaces, creating a communal (or quasi-communal) interactive viewing experience. This study seeks to enrich our understanding of why and how the communication features work to attract users to this new experience. Drawing on the affective response model, this study identifies antecedents of users’ affective and cognitive states and examines how these factors influence user satisfaction and intention to continue the experience. The model was tested using data collected from 212 users who had such communal interactive viewing experiences online. The results show that extraversion, display augmentability, and comment relevance are positively associated with playfulness, but negatively associated with cognition load. The results also reveal that playfulness positively influences satisfaction, whereas cognition load negatively influences satisfaction, which in turn positively influences intention to continue. Potential theoretical and practical implications of our findings are discussed.


Communal interactive video viewing Affective response model Extraversion Display augmentability Comment relevance Playfulness Cognition load Satisfaction Intention to continue 



This paper was partly supported by the National Research Foundation of Korea Grant funded by the Korean Government (NRF-2013S1A3A2054667) awarded to the second author.


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.School of Creative MediaCity University of Hong KongHong Kong SARChina

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