#12478. Psychological and Contextual Predictors of Online Video Use: A Latent Profile Analysis

July 2026publication date
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Journal’s subject area:
Communication;
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Abstract:
The purpose of this exploratory study is to (i) empirically determine homogeneous classes of online video users based on variables involving three dimensions of video usage behaviors (viewing, interacting, and producing) by Latent Profile Analysis; (ii) examine how psychological characteristics and contextual factors predict different patterns of online video use. By analyzing the first-hand online survey data involving 598 valid responses, we distinguished four subgroups of online video users: Mild-users, Moderate-users, Moderate-bystanders, and Heavy-users. The subsequent multinomial regressions showed that neuroticism, extraversion, agreeableness, need for cognition, and personal education were associated with the distinct usage patterns of online streaming services.
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