其他摘要：Recognizing the multiplatform and individualized video viewing environment, this study conducted focus groups to delve into reasons behind the choice and use of television over other types of video platforms, and the motives for using social television. The results suggest that the focus group participants feel affection for television as a medium itself — a feeling that is independent of the content available on television. The motives for seeking social television include a sense of community, social bonding with existing networks, reinforcement of an online persona, entertainment, information sharing, social movement, self-documentation, and incentives.
关键词：Social Television; Second Screen; Television; Multiplatform; Uses and Gratification; Social Networking Site; Social Media; Multitasking; Focus Group; Qualitative Research
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