Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

Korea Society of Industrial Information Systems (한국산업정보학회)
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A Research on the Design of the Youtube Video Contents Based on the Peak-End Rule and Users' Responses

절정-대미 원칙을 기반으로 설계된 유튜브 동영상 콘텐츠가 시청자 반응에 미치는 영향에 관한 연구

  • Received : 2021.03.19
  • Accepted : 2021.04.12
  • Published : 2021.04.30
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Abstract

This study was conducted to find an effective design strategy for online video contents. The structural characteristics of the online video content included in YouTube, the platform with the greatest influence in the world including South Korea, were analyzed based on the peak-end rule. Four categories are defined, and 400 contents were selected from some of the famous South Korean Youtube channels in those categories. The location data of the highlights, length of the contents, the number of viewers, the number of 'likes', the number of 'dislikes' and the number of replies were collected. More than a half of the contents were constructed not based on peak end rule. As a result of the analysis made in aggregate level and in category level, we found the significant improvement in the number of viewers in the contents based on peak-end rule. The result implies the possibility of the analysis of video contents design based on the theories in the service management.

본 연구는 동영상 미디어 콘텐츠의 효과적인 설계 방안을 모색하기 위하여 수행되었다. 우리나라를 포함해 전 세계적으로 영향력이 가장 강한 플랫폼인 유튜브에 수록되어있는 동영상 콘텐츠의 구조적인 특성을 절정-대미 원칙에 근거하여 분석하였으며 4가지 카테고리에 속하는 국내 유명 유튜브 채널에 수록된 동영상 400개를 대상으로 절정의 위치, 동영상 길이, 조회수, '좋아요' 수, '싫어요' 수, 댓글 수 등의 데이터를 수집하였다. 전체 동영상, 그리고 각 카테고리 별로 나누어 분석을 시행하였으며, 절정-대미 구조로 설계된 동영상 콘텐츠와 그렇지 않은 콘텐츠 간 시청자의 반응에 차이가 존재하는지를 검증하였다. 우선 조사된 동영상 콘텐츠의 과반수 이상이 절정-대미 구조를 가지고 있지 않은 것으로 확인되었다. 분석 결과 절정-대미 구조를 가지는 콘텐츠가 더 많은 조회수를 가지고 있음을 전체 및 각 카테고리 레벨로 확인 할 수 있었다. 이러한 연구 결과는 동영상 콘텐츠의 구성에 대한 설계를 서비스 경영 이론에 기반하여 과학적으로 분석할 수 있다는 가능성을 시사한다.

Keywords

Acknowledgement

이 논문 또는 저서는 2016년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2016S1A5A8019542)

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