Consumer's Types of the Participation and the Motivation for the UCC Services

소비자의 UCC 참여 유형과 참여동기 분석

This study identifies key determinants and types of participation in UCC Services. The research examines the how the major factors in perception of social presence, fun and entertainment, self-expression, arousal, human relations, positive feedback, information sharing, monetary business opportunity, and user friendliness of web structure contribute to participation in UCC Services. The data used in this study were collected by a web-based survey so that 629 internet users were available for analysis. Some of the practical implications of the results are follows. We have categorized that the type of people participating in UCC Services were readers, modifiers, remixers, and creators. Digital consumers directly connected with other consumers by producing their own digital contents. Multiple regression analysis among the creators group was not included due to small sample size. Self expression, fun and joy and the convenience of the web interface showed strong positive significant impacts on the UCC Service participation of all participation types. Information sharing, other's positive reputation and arousal showed a positive significant impact on the modifiers or remixers type groups. Monetary business opportunity and human relations were not significant in any UCC type group.