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http://dx.doi.org/10.5392/JKCA.2018.18.09.468

Effects of Online Engagement on Uses of Digital Paid Contents  

Yang, JungAe (한국언론진흥재단)
Song, Indeok (중부대학교 문화콘텐츠학부 신문방송학전공)
Publication Information
The Journal of the Korea Contents Association / v.18, no.9, 2018 , pp. 468-481 More about this Journal
Abstract
This study aims to empirically investigate how users' online engagement behaviors predict their uses of paid contents. To this end, the data from the 2016 Korean Media Panel Survey, which has been conducted annually by the Korea Information Society Development Institute(KISDI), were analyzed. Major findings(N=8.313) were as follows. First, the active type of online engagement(e.g., posting, commenting), which contributes to direct creation of online contents, was the most powerful predictor to explain the DV. On the other hand, relatively passive actions of user engagement(e.g., sharing, endorsing, voting) turned out to have no significant effects on the uses of paid contents, just as personality traits and online privacy concerns did. Based on these results, it is recommended that online contents or platform service providers should try to establish clearly-targeted marketing strategies, after thoroughly collecting and analyzing the data of users' various online behaviors.
Keywords
Online Engagement; User Engagement; Uses of Paid Contents; Shopping Orientation; Big-five;
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