How we watch TV tomorrow? Viewers’ perception towards interactivity on smart TV

Bu Zhong, Fan Yang

Research output: Contribution to journalArticlepeer-review

4 Scopus citations


Smart TV is so called largely due to its interactivity. Without the interactivity functions, smart TV can hardly provide new services beyond traditional TV. This research studies 283 viewers’ perceptions toward four key interactivity functions of smart TV: the interaction between viewers and TV, between viewers and friends, between viewers and programming, and viewers’ interaction with products. The findings show that the viewer’s residence was a significant moderator in the preference for the interactivity functions. Viewers from developed regions liked the four functions better than those in underdeveloped regions. Social media habits and ICT power usage are positively associated with the preference, while need for cognition, age and gender had little effect. The findings can help understand the evolving viewing habits in the social media era, whose theoretical and practical implications should benefit TV makers and content producers to provide an interactive TV viewing experience.

Original languageEnglish (US)
Pages (from-to)48-63
Number of pages16
JournalInternational Journal of Asian Business and Information Management
Issue number4
StatePublished - Oct 1 2018

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Cultural Studies
  • Computer Science Applications
  • Strategy and Management
  • Management of Technology and Innovation


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