The role of personality in television streaming-related motivations and parasocial behaviors

Abstract

This paper explores the relationship between personality traits and motivations for using streaming video on demand (SVOD) services. The study aims to fill a gap in the literature on the individual differences and uses and gratifications of SVOD consumption by integrating the HEXACO personality factors and facets of motivations for using SVOD services. The study finds that all HEXACO factors are significant predictors of SVOD motivations overall, with honesty-humility, emotionality, extraversion, and agreeableness predicting the majority of the 16 SVOD motivations. The findings provide fresh information about how people perceive, are motivated by, and intend to utilize internet streaming technologies to view recorded movies, television shows, and live broadcasts, and identify if people with certain personality traits are more or less likely to use SVOD for certain motivations. The study contributes to the body of academic literature on the streaming industry, which has become increasingly split off into niche services with narrow-casted content.