{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,22]],"date-time":"2026-01-22T20:53:36Z","timestamp":1769115216557,"version":"3.49.0"},"reference-count":31,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2020,8,13]],"date-time":"2020-08-13T00:00:00Z","timestamp":1597276800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["MTI"],"abstract":"<jats:p>V Live is a live-streaming service made by South Korean IT company in August 2015. The service provides diverse video contents specific to entertainment content. Most of V Live users are K-pop fans, and they actively express emotions on V Live content by writing comments, pressing \u201chearts\u201d, and sharing video content. Based on Uses and Gratifications theory, this study investigated why people use live streaming service, and the factors influencing users\u2019 viewing behavior in live streaming. We conducted an in-depth interview with V Live users. Based on the results of the interview, an online survey was conducted. As a result, six factors\u2014\u201cInterpersonal relationship motivation\u201d, \u201cSocial presence motivation\u201d, \u201cCelebrity support motivation\u201d, \u201cCelebrity presence motivation\u201d, \u201cSocial interaction motivation\u201d, and \u201cDifferentiation motivation\u201d\u2014were derived as motivations to use V Live. While \u201cSocial presence motivation\u201d and \u201cDifferentiation motivation\u201d among V Live use motivations that have been shown to mediate the relationship between fans\u2019 fanship and V Live viewing time, all motivations using V Live have been shown to mediate the relationship between fans\u2019 fanship and V Live viewing participation.<\/jats:p>","DOI":"10.3390\/mti4030050","type":"journal-article","created":{"date-parts":[[2020,8,13]],"date-time":"2020-08-13T02:58:02Z","timestamp":1597287482000},"page":"50","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":18,"title":["Factors Influencing Viewing Behavior in Live Streaming: An Interview-Based Survey of Music Fans"],"prefix":"10.3390","volume":"4","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-9911-4467","authenticated-orcid":false,"given":"Minjeong","family":"Ham","sequence":"first","affiliation":[{"name":"Graduate School of Information, Yonsei University, 50 Yonsei-ro, Seodaemun-gu, Seoul 03722, Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sang Woo","family":"Lee","sequence":"additional","affiliation":[{"name":"Graduate School of Information, Yonsei University, 50 Yonsei-ro, Seodaemun-gu, Seoul 03722, Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2020,8,13]]},"reference":[{"key":"ref_1","unstructured":"Kim, J.H. 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