Hooked on Screens: Examining the Motivational Factors on Binge-Watching Behaviour with Attitude as a Mediator

Tak Jie Chan, Tengku Siti Aisha Tengku Mohd Azzman Shariffadeen, Archana Darshinie, Tze-Wei Liew, Mohamad-Noor Salehhuddin Sharipudin

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.

 

Keywords: Uses and gratifications theory, attitude, binge-watching behaviour, media appeal, media psychology.

 

https://doi.org/10.17576/JKMJC-2026-4201-26


Full Text:

PDF

References


Abdul Latif, D. I., Abdul Latif, A. S. S. S., Megat Zamri, W. A. A., Kamal, S., & Abu Bakar, M. N. (2025). Binge-watching addiction on over-the-top (OTT) and its impact on academic performance among undergraduate students. Journal of Academia, 13(2), 290-304.

Ahmed, F., & Mustafa, H. (2025). AI-driven content consumption: The impact of binge-watching on traditional television viewing in Malaysia. Jurnal Komunikasi, Malaysian Journal of Communication, 41(1), 238-257. https://doi.org/qw26

Alruwaili, R. F. (2025). Scroll immersion and short-form video use: Predictors of attention, memory, and fatigue among Saudi social media users. Acta Psychologica, 260, 105674. https://doi.org/10.1016/j.actpsy.2025.105674

Anozie, V. (2020). Effects of emotion on binge-watching. Modern Psychological Studies, 25(1), 9. https://scholar.utc.edu/mps/vol25/iss1/9

Anubha. (2023). Mediating role of attitude in halal cosmetics purchase intention: An ELM perspective. Journal of Islamic Marketing, 14(3), 645–679. https://doi.org/qw27

Astro Malaysia Holding Berhad. (2025). Together as One, Integrated Annual Report 2025. https://www.astro.com.my/AR2025/images/pdf/LOWRES-Astro_IAR2025.pdf

Aytas, M., & Topatan, I. B. (2024). Determining factors of university students' binge-watching attitudes. Heliyon, 10(20), e39642. https://doi.org/10.1016/j.heliyon.2024.e39642

Baía Reis, A., & Ashmore, M. (2022). From video streaming to virtual reality worlds: An academic, reflective, and creative study on live theatre and performance in the metaverse. International Journal of Performance Arts and Digital Media, 18(1), 7–28. https://doi.org/10.1080/14794713.2021.2024398

Balroo, S. A. (2023). Social media advertisements and purchase intention: Attitude as a mediator. Journal of Economics, Management and Trade, 29(10), 160-174. https://doi.org/10.9734/jemt/2023/v29i101152

Bastos, M., Naranjo-Zolotov, M., & Aparício, M. (2024). Binge-watching uncovered: Examining the interplay of perceived usefulness, habit, and regret in continuous viewing. Heliyon, 10(6), e27848. https://doi.org/10.1016/j.heliyon.2024.e27848

Camilleri, M. A., & Falzon, L. (2021). Understanding motivations to use online streaming services: Integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT). Spanish Journal of Marketing, -ESIC, 25(2), 217-238. https://doi.org/10.1108/SJME-04-2020-0074

Campbell, S., Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., Bywaters, D., & Walker, K. (2020). Purposive sampling: complex or simple? Research case examples. Journal of Research in Nursing, 25(8), 652–661. https://doi.org/g6tw

Cha, J., & Chan-Olmsted, S. (2024). Binge-watching behaviors: Conceptualization, motives, demographics, and program genre preferences. International Journal on Media Management, 26(3–4), 117–143. https://doi.org/10.1080/14241277.2025.2482810

Chan, T. J., Han, J., Roslan, S. N., & Wok, S. (2022). Predictions of Netflix binge-watching behaviour among university students during movement control order. Journal of Communication, Language and Culture, 2(2), 1–16. https://doi.org/g6x92h

Chan, T. J., Mat Suhairi, N. A., Afiqah Khairul Ezwan, N. H. A., Tian, Y., Tengku Mohd Azzman Shariffadeen, T. S. A., & Mohd Tajuddin, S. (2025a). The moderating role of immersion on the motives of watching Mukbang and its consumption: An extended uses and gratifications approach. SAGE Open, 15(3). https://doi.org/qw28

Chan, T. J., Meor Hisham, W. S. A., Tian, Y., & Chen, M. H. (2025b). Does media appeal matter? Investigating the motives for using social media and its addiction among Malaysian youth. Journal of Communication, Language and Culture, 5(2), 125–137. https://doi.org/10.33093/jclc.2025.5.2.8

Chang, Y. J., & Peng, C. Y. (2022). Exploring experiences of binge-watching and perceived addictiveness among binge-watchers: A qualitative study. BMC Public Health, 22, 2285. https://doi.org/10.1186/s12889-022-14789-z

Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Asia Pacific Journal of Management, 41, 745–783. https://doi.org/10.1007/s10490-023-09871-y

Cohen, J. (1988). Statistical power analysis for the behavioural sciences (2nd ed.). Academic Press.

Enenche, P., Kim, D. H., & You, D. (2025). On the road to the metaverse: Point cloud video streaming: Perspectives and enablers. ICT Express, 11(1), 93-104. https://doi.org/10.1016/j.icte.2024.11.001

Fa’im Rosli, N. S., & Mohd Mahudin, N. D. (2024). One more episode won’t hurt! How stress, social interaction anxiety, and loneliness relate to binge-watching behaviours among university students. Journal of Communication, Language and Culture, 4(1), 1–20. https://doi.org/10.33093/jclc.2024.4.1.1

Fischer, D. G., & Fick, C. (1993). Measuring social desirability: Short forms of the Marlowe-Crowne social desirability scale. Educational and Psychological Measurement, 53(2), 417–424. https://psycnet.apa.org/doi/10.1177/0013164493053002011

Flayelle, M., Maurage, P., & Billieux, J. (2017). Toward a qualitative understanding of binge-watching behaviors: A focus group approach. Journal of Behavioral Addictions, 6(4), 457–471. https://doi.org/10.1556/2006.6.2017.060

Flayelle, M., Sigre-Leirós, V., Ferrecchia, L., Gainsbury, S. M., & Billieux, J. (2026). How does on-demand streaming technology promote binge-watching? An exploration and classification of streaming platform design features. Psychology of Popular Media, 15(1), 62–71. https://doi.org/10.1037/ppm0000579

Gabbiadini, A., Baldissarri, C., Valtorta, R. R., Durante, F., & Mari, S. (2021). Loneliness, escapism, and identification with media characters: An exploration of the psychological factors underlying binge-watching tendency. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.785970

Gan, C., & Li, H. (2018). Understanding the effects of gratifications on the continuance intention to use WeChat in China: A perspective on uses and gratifications. Computers in Human Behaviour, 78, 306-315. https://doi.org/10.1016/j.chb.2017.10.003

Gao, L. L., Chan, T. J. & Roslan, S. N. (2022). Prediction of Youtube addiction among university students from Uses and Gratifications approach. Asian People Journal, 5(2), 16-28. http://dx.doi.org/10.37231/apj.2022.5.1.358

Hair, J. F., Hult, G. T. M., Ringle, C. M. & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed). Thousand Oaks, CA: SAGE.

Hair, J. F., Sarstedt, M., Ringle, C. M., Sharma, P. N., & Liengaard, B. D. (2024). Going beyond the untold facts in PLS–SEM and moving forward. European Journal of Marketing, 58(13), 81–106. https://doi.org/10.1108/EJM-08-2023-0645

Halfmann, A., & Reinecke, L. (2021). Binge-watching as a case of escapist entertainment use. In P. Vorderer & C. Klimmt (Eds.), The Oxford Handbook of Entertainment Theory (pp. 181–203). Oxford University Press. https://doi.org/qw3c

Hamari, J., Shernoff, D. J., Rowe, E., Coller, B., Asbell-Clarke, J., & Edwards, T. (2016). Challenging games help students learn: An empirical study on engagement, flow and immersion in game-based learning. Computers in Human Behavior, 54, 170–179. https://doi.org/10.1016/j.chb.2015.07.045

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in Variance-based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8

Kang H. (2021). Sample size determination and power analysis using the G*Power software. Journal of Educational Evaluation for Health Professions, 18, 17. https://doi.org/10.3352/jeehp.2021.18.17

Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509–523. https://doi.org/10.1086/268109

Kong, J., & Lou, C. (2026). Beyond persuasion Knowledge: Examining the roles of visual appeal, visual congruence, and social proof in influencer advertising. Journal of Retailing and Consumer Services, 88, 104502. https://doi.org/10.1016/j.jretconser.2025.104502

Koo, M., & Yang, S.-W. (2025). Questionnaire use and development in health research. Encyclopedia, 5(2), 65. https://doi.org/10.3390/encyclopedia5020065

Liao, C. H. (2023). Exploring the influence of public perception of mass media usage and attitudes towards mass media news on altruistic behavior. Behavioral Sciences (Basel, Switzerland), 13(8), 621. https://doi.org/10.3390/bs13080621

Mahmoud, A. T., & Wahab, J. A. (2021). Streaming television: Binge watching behaviour and its implications on university students. SEARCH Journal of Media and Communication Research, 13(3), 95-110.

Milosavljević, I., & Bajić, N. S. (2025). The impact of Netflix and video streaming services on changes in distribution, production, and audience of television series. Društvene i humanističke studije DHS (Social Sciences and Humanities Studies), 10(1), 763-784. https://doi.org/10.51558/2490-3647.2025.10.1.763

Nanda, A. P., & Banerjee, R. (2020). Binge watching: An exploration of the role of technology. Psychology & Marketing, 37(9), 1212-1230. https://doi.org/10.1002/mar.21353

Panda, S., & Pandey, S. C. (2017). Binge watching and college students: Motivations and outcomes. Young Consumers, 18(4), 425–438. https://doi.org/gmzdjx

Parveen, A., & Chaudhary, R. (2025). Do attitude and subjective norm mediate the relationship between social media e-WOM and green purchase intention? An empirical investigation using PLS-SEM. Vikalpa: The journal for Decision Makers, 50(1), 37-50. https://doi.org/10.1177/02560909241297015

Pineda-Torres, E., Rodriguez-Lopez, W., & Iparraguirre-Villanueva, O. (2025). Role of augmented reality, virtual reality and streaming services in the field of education (2020–2023) – A systematic review. International Journal of Engineering Pedagogy (iJEP), 15(3), 134–151. https://doi.org/10.3991/ijep.v15i3.51595

Polas, M. R. H. (2025). Common method bias in social and behavioral research: Strategic solutions for quantitative research in the doctoral research. Journal of Comprehensive Business Administration Research. https://doi.org/10.47852/bonviewJCBAR52024285

Prabhavathy, R., & SenthilKumar, S. (2025). User experiences in Over-The-Top (OTT) streaming media platform services. Qubahan Academic Journal, 5(2), 82-99. https://doi.org/10.48161/qaj.v5n2a1600

Prihantoro, E. (2024). Generation Z's binge-watching lifestyle in using Over-The-Top (OTT) media services in Indonesia. Jurnal Komunikasi: Malaysian Journal of Communication, 40(2), 247-261. https://doi.org/10.17576/JKMJC-2024-4002-14

Qayyoum, H., & Malik, Q-u-A. (2023). Gender differences in binge-watching by teenagers: A uses and gratification analysis. Pertanika Journal of Social Sciences & Humanities, 31(1), 435-450. https://doi.org/10.47836/pjssh.31.1.23

Ramadhani, N. F., Dasril, R. S., Aulia, S. N., & Rahmawati, Y. M. (2025). The contribution of adults’ escapism in binge-watching behavior. KnE Social Sciences, 10(25), 332–340. https://doi.org/10.18502/kss.v10i25.19912

Ramayani, S., Estella, A. L. M., & Abu Bakar, I. A. (2018). The effects of binge watching on interpersonal communication among Department of Communication and Liberal Arts (DCLA) students. Idealogy, 3(3), 127-143.

Rodríguez-Ardura, I., & Meseguer-Artola, A. (2020). Editorial: How to prevent, detect and control common method variance in electronic commerce research. Journal of Theoretical and Applied Electronic Commerce Research, 15(2), I-V. https://doi.org/10.4067/S0718-18762020000200101

Sebsbie, S., & Tsegaye, A. (2025). Adolescents' screen media entertainment: A quantitative, cross-sectional study. Frontiers in Psychology, 16, 1549080. https://doi.org/qw3d

Selamat, T., Abu Bakar, A., Abu Bakar, N. I., Dagang, M. M., & Ahmad Jaafar, N. F. (2025). Mediating role of attitude between social media exposure, social distance and mental illness stigmatization: A model fit perspective. International Journal of Environmental Sciences, 11(20S), 475-481. https://doi.org/10.64252/sj64ja73

Shao, C., & Benaza, P. M. (2023). An exploratory study of audiences’ binge-watching behaviors. SSRN. http://dx.doi.org/10.2139/ssrn.4334365

Shela, V., Ramayah, T., Aravindan, K.L., Ahmad, N.H., & Alzahrani, A.I. (2023). Run! This road has no ending! A systematic review of PLS-SEM application in strategic management research among developing nations. Heliyon, 9(12), e22476. https://doi.org/qw3f

Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J.-H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322–2347. https://doi.org/gf8zhw

Sil, M., Mondal, A., & Kumar, M. (2025). Prevalence and psychological correlates of binge-watching: The digital era of entertainment. Industrial Psychiatry Journal, 34(2), 215–220. https://doi.org/10.4103/ipj.ipj_36_25

Slater, P., & Hasson, F. (2025). Quantitative research designs, hierarchy of evidence and validity. Journal of Psychiatric and Mental Health Nursing, 32(3), 656–660. https://doi.org/10.1111/jpm.13135

Song, L., Hu, B., & Mou, J. (2021). Investigating consumer binge-watching behavior: A valence framework perspective. Journal of Retailing and Consumer Services, 62, 102604. https://doi.org/10.1016/j.jretconser.2021.102604

Starosta, J. A., & Izydorczyk, B. (2020). Understanding the phenomenon of binge-watching: A systematic review. International Journal of Environmental Research and Public Health, 17(12), 4469. https://doi.org/10.3390/ijerph17124469

Sukmono, F. G., Kencana, A. P. S., Fadilah, D., & Long, B. (2025). Empowering digital audiences: A uses and gratifications theory analysis of streaming platform selection among youth in Indonesia and China. Jurnal Komunikasi: Malaysian Journal of Communication, 41(4), 19-39. https://doi.org/10.17576/JKMJC-2025-4104-02

Tavakol, M. & Dennick, R. (2011). Making sense of Cronbach’s alpha. International Journal of Medical Education, 2(2), 53–55.

Tengku Mohd Azzman Shariffadeen, T. S. A., Manaf, A. M. A., & Chan, T. J. (2023). The mediating role of parasocial interaction in the relationship between loneliness and Netflix binge-watching tendencies: A case study of Malaysian university students during the COVID-19 pandemic. Journal Komunikasi: Malaysian Journal of Communication, 39(4), 542-560. https://doi.org/10.17576/JKMJC-2023-3904-29

Tom Dieck, M. C., Cranmer, E., Prim, A. L., & Bamford, D. (2023). The effects of augmented reality shopping experiences: Immersion, presence and satisfaction. Journal of Research in Interactive Marketing, 17(6), 940-958. https://doi.org/gsmv36

Tse, N., Pang, N. S., Wang, X., Li, Y., Lo, C. K., & Yang, X. (2025). Binge-watching and gender-specific effects on academic, social, and mental well-being in children and adolescents. PloS One, 20(8), e0329655. https://doi.org/qw3g

Wahida, P. N., & Mohammad Shah, K. A. (2022). Mediating influence of attitude on factors influencing Malaysian consumers’ intention to adopt a smart speaker. Global Business and Management Research: An International Journal, 14(3s), 840-857.

Wang, L., & Aziz, J. (2025). From cinemas to streaming: Changing viewing preferences of young Chinese audiences. Jurnal Komunikasi: Malaysian Journal of Communication, 41(2), 319-338. https://doi.org/10.17576/JKMJC-2025-4102-18

Wei, C., Mat Nawi, H., & Naeem, S. (2024). The uses and gratifications (U&G) model for understanding fake news sharing behavior on social media. The Journal of Academic Librarianship, 50(5), 102938. https://doi.org/10.1016/j.acalib.2024.102938

Wooley, B., Bellman, S., Hartnett, N., Rask, A., & Varan, D. (2022). Influence of dynamic content on visual attention during video advertisements. European Journal of Marketing, 56(13), 137–166. https://doi.org/10.1108/EJM-10-2020-0764

Yan, Y., He, Y., & Li, L. (2023). Why time flies? The role of immersion in short video usage behavior. Frontiers in Psychology, 14, 1127210. https://doi.org/g8vjgj

Yildirim Demirdöğen, E., Akinci, M. A., Bozkurt, A., Bayraktutan, B., Turan, B., Aydoğdu, S., Ucuz, İ., Abanoz, E., Yitik Tonkaz, G., Çakir, A., & Ferahkaya, H. (2024). Social media addiction, escapism and coping strategies are associated with the problematic internet use of adolescents in Türkiye: A multi-center study. Frontiers in Psychiatry, 15, 1355759. https://doi.org/10.3389/fpsyt.2024.1355759

Yoo, J., Lee, J., & Lee, D. (2020). A verification of motivations for over-the-top binge and short viewing of audio-visual content. New Review of Hypermedia and Multimedia, 26(3–4), 93–122. https://doi.org/10.1080/13614568.2020.1865464

Yu, Q. (2025). Research on the motivations and cognitive changes of older groups watching micro-short dramas in the smart media era. SAGE Open, 15(4). https://doi.org/qw3h

Yue, X., & Cui, X. (2026). Binge-watching addiction as an emotion regulation way of coping loneliness. PloS One, 21(1), e0329853. https://doi.org/10.1371/journal.pone.0329853


Refbacks

  • There are currently no refbacks.


e-ISSN: 2289-1528