Asian cultures have been heavily influenced by Western culture due to globalization. Video on demand (VOD) services provide a means to quantify the westernization of Asian cultures, especially those within South Korea. As the majority of current binge-watching studies have been conducted utilizing U.S. samples, there is a need for comparative research between the two cultures, to see if westernization can be quantified via these means. The current study examined the relative levels of five Korean binge-watching motivations (enjoyment, efficiency, recommendation of others, perceived control, fandom) and eight American binge-watching motivations (escape, information, engagement, relaxation, passing time, hedonism, social, habit) sourced from prior research, among a Korean (n =113) and American (n = 193) sample. Results indicated that both Americans and Koreans scored highly on enjoyment and engagement. Americans scored higher on nine out of the 13 motivations: efficiency, recommendation of others, fandom, escape, relaxation, passing time, hedonism, social, and habit. Koreans scored higher on two out of the 13 motivations: information and perceived control. Also, Americans binge-watched more frequently than Koreans. In conclusion, the outcome of the study suggests where society is going with VOD services and binge-watching as a deeper understanding of binge-watching in a cross-cultural setting. Future researchers should consider a qualitative study to overcome the limited range of TV viewing motivational scales and a random sampling, assuring diversity in sample groups.
| Identifer | oai:union.ndltd.org:BGMYU2/oai:scholarsarchive.byu.edu:etd-9908 |
| Date | 20 March 2020 |
| Creators | Ribeiro, Sohyun |
| Publisher | BYU ScholarsArchive |
| Source Sets | Brigham Young University |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | Theses and Dissertations |
| Rights | https://lib.byu.edu/about/copyright/ |
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