디지털콘텐츠학회 논문지 (Journal of Digital Contents Society)

  • 제19권5호
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  • Pages.907-916
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  • 2018
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  • 1598-2009(pISSN)
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  • 2287-738X(eISSN)
한국디지털콘텐츠학회 (Digital Contents Society)
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중국 인터넷 엔터테인먼트 개인방송 콘텐츠 수용에 대한 탐색적 연구

An Exploratory Study on Acceptance of China Internet Entertainment Personal Broadcasting Contents

  • 이서상 (전남대학교 전자상거래학과) ;
  • 이상준 (전남대학교 경영학부) ;
  • 이경락 (전남대학교 경영학부)
  • Li, RuiXiang (Interdisciplinary Program of E-commerce, Graduate School of Chonam National University) ;
  • Lee, Sang-Joon (School of Business Administration, Chonnam National University) ;
  • Lee, Kyeong-Rak (School of Business Administration, Chonnam National University)
  • 투고 : 2018.04.15
  • 심사 : 2018.05.25
  • 발행 : 2018.05.31
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 중국 인터넷 엔터테인먼트 개인방송 콘텐츠 수용에 대한 탐색적 연구이다. 시청자 만족에 영향을 미치는 요인을 이론적으로 검토한 후, 이들 요인과 시청자 만족이 재이용의도에 미치는 영향관계를 분석하였다. 설문을 수거하여 분석한 연구결과, 첫째, 정보 시스템 품질은 인터넷 개인방송의 시청만족에 유의한 영향을 미치는 것으로 나타났다. 둘째, 간접경험, 오락추구, 사회적 관계는 인터넷 개인방송의 시청만족에 유의한 영향을 미치는 것으로 나타났다. 셋째, 인터넷 개인방송의 시청만족이 재이용의도에 상당히 유의한 영향을 미치는 것으로 나타났다. 이들 결과는 인터넷 개인방송을 운영하는 회사의 마케팅 전략 수립과 진행자가 갖춰야할 요건의 준비에 도움이 될 것으로 기대된다.

This paper is an exploratory study on the acceptance of Chinese Internet entertainment personal broadcasting contents. After analyzing the factors affecting viewer satisfaction, we analyzed the relationship between these factors and viewer satisfaction on reuse intention. As a result of the survey, first, the information system quality has a significant effect on the viewer satisfaction of internet personal broadcasting. Second, indirect experience, entertainment pursuit, and social relationship have a significant effect on viewing satisfaction of internet personal broadcasting. Third, viewing satisfaction of internet personal broadcasting has a significant effect on reuse intention. These results are expected to help establish the marketing strategy of the company operating the Internet personal broadcasting and prepare the requirements to be provided by the host.

키워드

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