Investigating Motivational Factors Influencing Users’ Consumption of Video Streaming Services: A Human Factor Perspective

Abstract

This paper presents comprehensive findings obtained from an online survey focused on understanding the motivational factors influencing users’ consumption of video streaming services from a human factors perspective. The research uncovers a wide range of factors that motivate users to engage in video watching, encompassing both intrinsic and extrinsic motivations. Intrinsic factors include attributes such as relaxation, inspiration, fun, happiness, enjoyment, good mood, laughter, learning. On the other hand, extrinsic motivations are driven by multitasking, recommended feeds, entertainment (time pass, interesting content and diverse content), music, social connection. The results of the study have design implications, as they shed light on users’ underlying needs, expectations, and preferences. Designers and developers can leverage these findings to create more tailored and engaging experiences that align with users’ motivations, ultimately enhancing user satisfaction and engagement.