Effects of viewing motivation on TV APP using behaviors: Mission of the Queen as an example


Mei-Hsueh Yang         

Yu-Han Huang


TV program, viewing motivation, TV APP, using behavior


With the popularity of smartphone, the way of using APP becomes more diverse. And the way of interacting with audiences in TV programs has turned from traditional to digital. Taiwan’s Live TV program《Mission of the Queen》is the first TV program interacting with audience by APP. The show makes audiences to be part of cha participants, and creates a different interactive mode. This study used the questionnaire to understand effects of TV viewing motivation on APP using behaviors. There are 276 valid questionnaire, the results show that all TV viewing motivations have significant different effects both on senior and longer users.