Lin, Zhixian2020-04-172020-04-172020-05-01https://hdl.handle.net/2097/40523As variety shows are rapidly developing in the Chinese market, brand-new viewer engagement is occurring in the young generation of China. This study applies uses and gratifications theory to understand the motivation and viewer engagement of Chinese audiences. With the development of technology, variety shows break free from cable television; the combination of online players provides audiences a broader platform to consume different styles of variety shows. Thus, this study applies uses and gratifications theory to examine the satisfaction that technology provides to viewers, as well as culture theory as another theory to understand whether cultural orientation has impacts on consuming variety shows.en-US© the author. This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).http://rightsstatements.org/vocab/InC/1.0/Variety showsUses and gratificationsCulture theoryChinese audiencesThesis