A Study of Factors Influencing College Students’ Viewing Behavior at Online Concerts
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This study investigates the factors that influence college students’ viewing behavior during online concerts, with the objective of providing valuable insights for concert organizers, musicians, and platforms to effectively engage this target audience. A theoretical framework was established, drawing on the Technology Acceptance Model (TAM), social presence, and perceived interactivity. Data were gathered from 316 college students and analyzed to assess the relationships between perceived usefulness, perceived entertainment, perceived interactivity, social presence, viewing intention, and viewing behavior. The results indicate that perceived usefulness, perceived entertainment, perceived interactivity, and social presence significantly affect college students’ viewing intention and viewing behavior. Based on these findings, the study proposes recommendations for concert organizers, musicians, and platforms to improve the online concert experience for this demographic.
Abstract
This study investigates the factors that influence college students’ viewing behavior during online concerts, with the objective of providing valuable insights for concert organizers, musicians, and platforms to effectively engage this target audience. A theoretical framework was established, drawing on the Technology Acceptance Model (TAM), social presence, and perceived interactivity. Data were gathered from 316 college students and analyzed to assess the relationships between perceived usefulness, perceived entertainment, perceived interactivity, social presence, viewing intention, and viewing behavior. The results indicate that perceived usefulness, perceived entertainment, perceived interactivity, and social presence significantly affect college students’ viewing intention and viewing behavior. Based on these findings, the study proposes recommendations for concert organizers, musicians, and platforms to improve the online concert experience for this demographic.
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