ABSTRACT
The purpose of this study is to classify viewers' favorite music videos based on viewers' attributes evaluation and identify their characteristics. In this study, we designed a web-based questionnaire survey to collect data from forty-three young people. Participants watched fifteen music videos one-by-one and rated overall preference and twelve attributes with five-point scales. Then, we carried out the k-means clustering analysis according to the viewers' attributes evaluation ratings. As a result, we found that there were three types of viewers' favorite music videos. Viewers gave high evaluations to those music videos primarily because: (1) auditory-leading type: they liked music and singer; (2) visual-leading type: they were amazed by the imaging technique; (3) synergic type: they got favorable impressions overall.allIt is noteworthy that stories related to the lyrics and time-order structured had especially a positive impact on the viewers' evaluation.
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Index Terms
Three types of viewers' favorite music videos
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