Mediating effects of watching intention and behaviour in the relationship between motivation and dependency on watching music TV talent show

A significant number of college students are drawn to music TV talent shows, such as The Voice of China, driven by various factors, including the allure of stardom, the aspiration to emulate celebrities, and social pressures. Some even develop a strong dependence on these programmes. However, concerns have been raised regarding hidden agendas, vulgarity, misleading advertising, and breaches of social and moral standards. Despite this, limited research has explored the media effects from the audience’s perspective, particularly in relation to college students’ motivations, behaviours, and dependency on such shows. Moreover, there remains a notable gap in studies employing the Uses and Gratifications theory to examine students’ dependency on music TV talent shows. Previous studies have mainly concentrated on program content, production technology, and audience engagement, resulting in a lack of insight into the relationship between motivations and dependency. Additionally, the increasing prevalence of binge-watching among students highlights the need to examine media consumption patterns and their implications on academic and social life. This study aims to examine the direct relationship between motivations, intention, behaviour, and dependency on watching music TV talent shows among college students; measure the mediating effects of intention and behaviour in this relationship; and explore respondents' subjective views on motivation, watching intention, and behaviour toward dependency on these shows. To address this gap, the present study employs the theories of Uses and Gratifications, Planned Behaviour Theory, and Media System Dependency to examine the mediating effects of viewing intention and behaviour in the relationship between motivation and dependency on music TV talent shows. Adopting a mixed-methods approach to ensure a more comprehensive understanding of the findings, the study comprises both quantitative and qualitative phases. In the quantitative phase, a survey was conducted among 519 college students from Huangshan University, with data analysed using Structural Equation Modelling – Partial Least Squares (SEM-PLS) via Smart-PLS software. In the qualitative phase, semi-structured interviews were carried out with 16 college students from the same region, and thematic analysis was performed using Atlas.ti software. The study’s findings revealed significant relationships between motivations such as social interaction, entertainment, personal identity, and intention; between intention and behaviour; and between behaviour and dependency. Information-seeking and social interaction were also linked to dependency on music TV talent shows. Furthermore, viewing intention and behaviour significantly mediated the relationship between social interaction, entertainment, personal identity, and dependency. The qualitative analysis identified 12 key themes across four motivations, reinforcing the quantitative results and providing deeper insights into students’ dependency on these shows. Future research should examine digital streaming and online communities’ impact on evolving media dependency. This research can help policymakers and the production industry better understand college students’ needs and preferences regarding these programmes.

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