How Second Screens Shape Consumer Experiences: The Role of Social Connection on Repeat Viewing
研究了使用第二屏幕（如手机、平板）在媒体消费中如何通过增强社交连接感来提高重复观看的可能性，并发现独自观看时效果更显著。
ABSTRACT The use of additional electronic devices, such as smartphones or tablets, for sharing, reviewing, and communicating online has become an integral part of consumers' media consumption experiences. Previous research has demonstrated that using connected devices during consumption experiences mainly serves to decrease the utility consumers derive from their experiences. In contrast, the present research examines when second screen use might have a positive effect on the media consumption experience. Across three studies using a variety of real‐world media consumption experiences, we demonstrate that second screen use enhances consumers' feelings of social connection, which in turn increases their likelihood of repeating the media consumption experience. We also identify the viewing context as a theory‐driven and practically‐relevant moderator: second screen use enhances feelings of social connection and repeat viewing when viewers are watching alone, but this effect reverses when viewers are watching with others. These findings have clear substantive implications for a variety of industry stakeholders, including broadcasters, content creators, and platform developers who wish to capture greater consumer attention and foster long‐term viewer loyalty.