Hooked on screens: examining the motivational factors on binge-watching behaviour with attitude as a mediator

Chan, Tak Jie and Tengku Mohd Azzman, Tengku Siti Aisha and Darshini, Archana and Liew, Tze-Wei and Sharipudin, Mohamad Nor Sallehhudin (2026) Hooked on screens: examining the motivational factors on binge-watching behaviour with attitude as a mediator. Jurnal Komunikasi: Malaysian Journal of Communication, 42 (1). pp. 471-489. ISSN 2289-151X E-ISSN 2289-1528

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Abstract

The emergence of various media service channels has caused the binge-watching phenomenon among viewers and brought adverse effects on media psychology. Various scholars have examined the Uses and Gratifications Theory (UGT) in understanding the motives of media consumption, but other motives require further examination. This study aims to examine the U&G motives (enjoyment, escapism, and social interaction) that influence the attitude and binge-watching behaviours through the extension of other motives (e.g., immersion and media appeal). The study applied quantitative research, with the use of purposive sampling to gather 280 valid responses via the online survey. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyse the data and test the hypotheses. The results corroborated that enjoyment, escapism, and media appeals were the predictors of binge-watching attitude, but social interaction and immersion were not. In addition, the attitude of binge-watching positively affects binge-watching behaviours. The study evidenced that attitude served as a mediator between the motives (enjoyment, escapism, media appeal) and binge-watching behaviour. This research contributed to the UGT and media scholarship, with evidence that media appeal (technological gratification) is a new motive. The findings of this study urge streaming services, media content producers, and governmental bodies to formulate media policies and digital literacy initiatives on binge-watching to avoid the negative media effects on the younger generations and society at large

Item Type:	Article (Journal)
Uncontrolled Keywords:	Uses and gratifications theory, attitude, binge-watching behaviour, media appeal, media psychology
Subjects:	H Social Sciences > H Social Sciences (General) P Language and Literature > P Philology. Linguistics > P87 Communication. Mass media
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Communication
Depositing User:	Dr Tengku Siti Aisha Tengku Mohd Azzman Shariffadeen
Date Deposited:	08 Apr 2026 14:39
Last Modified:	08 Apr 2026 14:39
Queue Number:	2026-04-Q2745
URI:	http://irep.iium.edu.my/id/eprint/128183

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