International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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The Effect of Instatoon Service Quality on Diffusion Intention through Satisfaction and Dissatisfaction Coexistence

  • Chanuk, Park (Cultural Industry Research Center, Korea Culture & Tourism Institute) ;
  • Sin-Bok, Lee (Business Administration, Nazarene University) ;
  • Young-Il, Chae (Department of New Media Marketing, JEI University)
  • Received : 2023.01.22
  • Accepted : 2023.01.28
  • Published : 2023.03.31
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Abstract

Instatoon is a type of webtoons distributed through Instagram, but in the process of advancement of the webtoon industry, it shows the possibility of diversifying into a new genre that meets creativity, and diversity beyond uniform commercial webtoons. Since it does not go through a large platform, the content is freely composed. In addition, it is differentiated from other types of webtoons because in many cases artists create instatoon by adding entertaining elements into their real-life stories rather than drawing fictional ones. Furthermore, instatoons are free to enjoy, satisfaction level is high, but in most cases, even if there is a complaint, readers just enjoy webtoons without expressing it. We aimed to find out how the service quality characteristics of these instatoons affect behavioral intentions through the coexistence of satisfaction and dissatisfaction of readers, and meaninful results were found through empirical analysis. We discusses factors affecting the spread of Instatoons, including readers' satisfaction and dissatisfaction, the importance of relatability, good directing, and informativeness. The study emphasizes the need to approach maintaining existing readers and attracting new ones separately, and to manage readers effectively in the future.

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References

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