Motivation and Evaluation Criteria Influencing Consumer Experience of One-Person Media

This study explores users’ motivations and evaluation criteria determining their consumption behaviors of one-person media (OPM). Given the lack of systemic understanding specific to OPM in the extant literature, the study is composed of both a qualitative inquiry with the grounded theory method and a quantitative analysis with data collected via a survey method. The final results show that vicarious experience, self-development, instant and real-time gratification, and social engagement are critical user motivations for consuming OPM. We also find that credibility, intimacy, and morality are significant evaluation criteria. Creativity and uniqueness, running time, visual design, and content variety are also found to be important evaluative dimensions associated with OPM.