Essays on the change of media consumption and distribution

Abstract

The three essays encompass the change of media consumption and distribution. The first two essays explored newly emerging business models and users in user-generated video content market. The first essay examines the impact of viewer engagement on the purchase of gift items in live video streaming. The empirical result shows that socialization reflected from channel engagement is significant to commercialize interactions. The second essay identifies four segments of user-generated video viewers based on common behavioral tendencies. The profiles of segments explain that that interaction, differentiation, and a wide range of types of engagement influence the intention to provide monetary support. The third essay investigates the impact of vertical integration on the showtime scheduling of a movie. The result reveals that integrated exhibitors supported their affiliates’ movies in opening week and schedule the movies in a more flexible way in terms of screen allocation in higher-demand times in the following weeks.