BINGE-WATCHING DURING THE PANDEMIC: AN EMPIRICAL STUDY IN INDIA

ABSTRACT

Purpose – This study attempts to reveal the motivation of individuals for binge-watching. The motivational factors considered are enjoyment, efficiency, recommendations of others, perceived control, and fandom. The underlying framework used to explore the association of various motivational factors with binge-watching behavior is the Uses and Gratifications theory. The study also aims to contribute additional insight to the current literature on bingewatching by showing the moderating effects that the traits of sensation-seeking and need for cognition have on binge-watching behavior. Design/Methodology/Approach – Data was collected through a survey of 298 respondents who used online digital video platforms during phase I of the lockdown in India in April 2020. Analysis and testing were performed using Warp PLS 20 in order to understand binge-watch-ing behavior during the pandemic. Findings and Implications – The study found enjoyment and efficiency to be the most influential predic-tors of binge-watching motivation, with fandom as the second most influential. Moreover, a major contribution of this study stems from the finding that sensationseek-ing and binge-watching behavior do not moderate the relationship between binge-watching motivation and binge-watching behavior. Limitations – The sample consisted of individuals from only one country. Originality – This study focuses on the motivators of binge-watching behavior during the COVID-19 pandemic from the aspect of the Uses and Gratifications theory. © 2022, University of Zagreb, Faculty of Economics and Business Zagreb. All rights reserved.