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http://dx.doi.org/10.5392/JKCA.2017.17.07.012

Attention Behavior to Mobile Content: Focusing on Exposure and Involvement of Pikicast Content  

Kim, Eun-Mee (서울대학교 언론정보학과)
Park, Hyun-Ah (서울대학교 언론정보학과)
Ihm, Jeniffer So-Young (광운대학교 미디어영상학부)
Publication Information
The Journal of the Korea Contents Association / v.17, no.7, 2017 , pp. 12-21 More about this Journal
Abstract
In this study, we divided attention to mobile contents into two dimensions (i.e., exposure and involvement), and explored the characteristics of and the relationship between the attention behaviors, using contents data from Pikicast. First, this study investigated the relationship between exposure and involvement in order to examine whether double-jeopardy effects appear in mobile contents as well. In addition, we examined how different attention behaviors differ according to platform and subject attributes(i.e., soft and hard). As a result, we found that there was a positive correlation between exposure and involvement in mobile platforms. Also, we found that the attention behaviors, especially sharing behaviors, were different in each platform. In terms of subject attributes, the attention indices such as the number of comments and sharing, which were immediate responses, were related to the soft content, whereas the attention indices such as the consumption time and the complete-read rate were related to the hard content requiring cognitive effort.This study is meaningful to understand the essence of the attention behavior in the mobile environment from a content - oriented perspective rather than the most existing research with a user - centered perspective.
Keywords
Mobile Content; Attention Behavior; Exposure; Involvement; Double Jeopardy;
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Times Cited By KSCI : 1  (Citation Analysis)
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