Understanding Mass Interactions in Online Sports Viewing: Chatting Motives and Usage Patterns
summary
Naver Sports data analysis uses 6 million chat messages and 1,123 survey responses with a Users and Gratifications (UGT) approach to link concrete behaviors to motives. Results show seven motives—sharing feelings, fun/entertainment, information seeking/offering, intra/inter membership, and emotional release—and specific patterns: fast, short messages with emoticons on mobile; a small core of very active users; skewed team selection and heavy use of team filters; and higher reporting activity among information providers. Regression models quantify these relationships.
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chapters (7)
- 0:00Introduction to online sports viewing
- 2:00Study proposal and data collection
- 3:48Analysis of chat message behavior
- 6:58Identifying motives for chatting
- 11:02Relationship between usage and motives
- 14:39Design implications for sports viewing
- 16:07Conclusion and Q&A
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