Social viewing behavior in social TV: proposing a new concept of socio-usability.

Purpose – The purpose of this paper is to examine whether and how usability and sociability differ in the way they influence users’ experiences using social TV (STV). Design/methodology/approach – The research model is theoretically proposed and empirically tested through a survey of STV users in South Korea. The model was analysed using structural equation modelling, and the results were input to a neural network model to predict adoption. Findings – Users differ in their emphasis on the identified dimensions when they view STV and socialise through it. Furthermore, the findings show the mediating and moderating roles of perceived sociability on the effect of performance on intention. That is, with sociability, users perceive higher utilitarian value and enjoyable hedonic value and thus are more likely to intend to use STV. Research limitations/implications – The implications of these findings are discussed in terms of building a theory of sociability and providing practical insights into developing a meaningful sociable TV experiences. Originality/value – As multidimensional constructs, users’ perceptions of sociability and usability are determined by multiple heterogeneous factors, such as utility and social interaction. This study highlights these two aspects in terms of the rising use of STV. [ABSTRACT FROM AUTHOR]