An Exploration of Online Viewing on an Individual’s Dating Attitude and Love Style

  • Hilda Yuet-hang KhoEmail author
Conference paper


In recent years, viewing online has become popular due to the rise of social media and video sharing platforms. Internet users can access to a variety of programs online easily, they can comment on the videos, or even share the videos to other online platforms as they wish. Nowadays, the younger generations are choosing to watch TV shows online rather than on a television. Therefore, it is necessary to know the influence of online viewing to viewers. With reference to Cultivation Theory, this study explores the effect of online viewing to viewers’ attitude and behavior, particularly in the love aspect. The results showed that active online viewing and perceived realism had a significant and positive relationship with one’s dating attitude. The implications of these findings are discussed.


Online viewing Cultivation theory Perceived realism Dating attitude Love style 


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Copyright information

© Springer Science+Business Media Singapore 2015

Authors and Affiliations

  1. 1.Online Communication Research Centre, Department of Journalism and CommunicationHong Kong Shue Yan UniversityHong KongChina

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