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Viewers from developed regions liked the four functions better than those in underdeveloped regions. Social media habits and ICT power usage are positively associated with the preference, while need for cognition, age and gender had little effect. The findings can help understand the evolving viewing habits in the social media era, whose theoretical and practical implications should benefit TV makers and content producers to provide an interactive TV viewing experience.<\/jats:p>","DOI":"10.4018\/ijabim.2018100104","type":"journal-article","created":{"date-parts":[[2019,1,23]],"date-time":"2019-01-23T17:00:18Z","timestamp":1548262818000},"page":"48-63","source":"Crossref","is-referenced-by-count":6,"title":["How We Watch TV Tomorrow?"],"prefix":"10.4018","volume":"9","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3386-9234","authenticated-orcid":true,"given":"Bu","family":"Zhong","sequence":"first","affiliation":[{"name":"Pennsylvania State University, State College, USA"}]},{"given":"Fan","family":"Yang","sequence":"additional","affiliation":[{"name":"University at Albany-State University of New York, Albany, USA"}]}],"member":"2432","reference":[{"key":"IJABIM.2018100104-0","doi-asserted-by":"publisher","DOI":"10.1287\/isre.9.2.204"},{"key":"IJABIM.2018100104-1","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-642-69746-3_2"},{"key":"IJABIM.2018100104-2","doi-asserted-by":"publisher","DOI":"10.1016\/0749-5978(91)90020-T"},{"key":"IJABIM.2018100104-3","year":"2010","journal-title":"Publication manual of the American Psychological Association"},{"key":"IJABIM.2018100104-4","author":"L.Arons","year":"1963","journal-title":"Television and human behavior: Tomorrow\u2019s research in mass communication"},{"key":"IJABIM.2018100104-5","doi-asserted-by":"publisher","DOI":"10.1037\/0033-2909.119.2.197"},{"issue":"8","key":"IJABIM.2018100104-6","article-title":"Individual differences in in-person and social media television coviewing: The role of emotional contagion, need to belong, and coviewing orientation.","volume":"17","author":"E. 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