Netflix viewing behaviours in relation to introversion and extraversion
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The present study aimed to examine the effects of being either introverted or extraverted in relation to participant viewing habits and behaviours when using the Video-On-Demand service, Netflix. Areas of examination included participant influential and motivational factors when choosing content to watch, as well as viewing behaviours such as ‘binge-watching’. Ninety-one participants completed an online Introversion, Extraversion and Netflix questionnaire, composed of the McCroskey Introversion Scale (Richmond & McCroskey, 1998) and also items regarding Netflix usage. Responses formed ‘Selecting’, ‘Sharing’ and Behaviour’ scores for participants, the means of which were compared between Introverted - Extraverted, and High Introvert/ Extravert - Moderate groups. The results of independent T-tests carried out indicated no significant difference in how Netflix is used between groups as hypothesised. Additional analysis between Male and Female groups indicated a significant difference between group ‘Sharing’ scores. A one-way analysis of variance (ANOVA) indicated a significant difference existed between participant age brackets regarding ‘Behaviour’ scores. Results, strengths and limitations of the study and suggestions for further research are discussed.
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