• Proceedings of the Korean Society of Computer Information Conference
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• 2019.01a
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• pp.185-186
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• 2019

본 논문에서는 중국 시청자 대상으로 한국 TV프로그램에 대해 시청동기가 지속적 시청에 미치는 영향에 관련 연구를 했다. 최근 한국의 대중문화 산업이 발전하면서 한국 TV프로그램의 인기가 높아지고 있다. 특히 한국 연예인들 출연하는 예능 프로그램은 지속적인 시청이 이루어지는 추세이다. 또한 한국 드라마도 중국 시청자들한테 높은 인기를 끌고 있다. 그래서 중국 시청자들이 한국 TV프로그램에 대해 지속적인 시청 의도가 더욱 중요해 지고 있다. 따라서 본 연구는 중국 시청자들 한국 TV프로그램 시청동기와 문화적 접근성 요인이 한국 TV프로그램 지속적 시청의도에 미치는 영향에 대해 살펴봄으로써 시청동기와 문화적 접근성이 한국 TV프로그램 시청에 미치는 영향을 이해하고자 한다. 본 연구는 한국 TV프로그램 시청하는 중국 시청자 대상으로 설문지를 배포하였으며, 수집된 데이터를 분석하였다. 본 연구의 분석을 통해 확인된 주요연구결과는 다음과 같다. 첫째, 중국 시청자들 한국 TV프로그램 시청 동기가 지속적 시청의도에 긍정적인 영향을 미친다. 둘째, 중국 시청자들 직접경험이 지속적 시청의도에 긍정적인 영향을 미친다.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2016.11a
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• pp.134-136
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• 2016

최근 TV시청은 다양한 매체를 통해서 이루어지고 있으며, 특히 스마트폰을 통한 시청률이 늘고 있는 상황이다. 광고시장에서도 TV시청 중에 스마트기기를 함께 이용하는 멀티태스킹 사용자가 급증하고 있으며 특히 10~30대의 사용이 적극적이다. TV시청 중 스마트 기기의 사용분야는 메신저, 정보검색, SNS 순이며 스마트 기기사용 내용 중 69%는 시청하던 TV 시청과 관련된 것이었다. 이 중에 75%는 TV에 등장한 제품, 브랜드, 장소에 관한 것이다[1]. TV를 시청하는 상황에 스마트기기의 소셜 활동의 문자를 분석하는 것은 사용자 의도를 파악할 수 있는 의미가 있으며, 시청자의 현재 위치를 파악함으로써 시청자의 의도에 반영되는 상황을 파악할 수 있다. T-Commerce 구매 의도는 사용자의 현재 상황에 대한 순간 의도를 파악하는것이 중요하며, 이와 같은 구매의도를 파악하기 위해서 본 연구에서는 GPS와, Wi-Fi 기반 Fingerprinting 측위기법을 사용하여 특별한 도구나 장비의 설치 없이 현재위치와 멀티태스킹 데이터를 분석하여 구매의도를 파악한다. T-Commerce 소비환경 패턴이 바뀜에 따라, 다양한 소비 환경 데이터 분석은 효율적인 광고 제공과 만족도를 높일 것으로 기대된다.

• The Journal of the Korea Contents Association
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• v.17 no.6
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• pp.250-260
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• 2017

This study analyzed the impacts of programming characteristics perceived by the consumers of entertainment programs on general programming channels on watching intention and the data of a survey with 360 adult viewers in the capital area. Research questions were verified as follows: First, as a result of multiple regression to analyze the impacts of the factors of programming characteristics perceived by the consumers on their watching intention, setting personal characteristics as a control variable, programming characteristics as an independent variable and watching intention as a dependent variable, the regression model was significant. Thus, the more positive the perceived factors of programming characteristics, the more significant their watching intention improved. Second, the factors of programming characteristics significantly affecting watching intention had greater positive(+) impacts in the following order: Adjacency > substantiality > weight of genre > social evidence > relative advantage > ease of access.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.121-134
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• 2021

As interest in stock markets is growing recently in Korea, more investors in their twenties are using the information provided by personal broadcasting channels on YouTube. This study explores how watching the stock market channels on YouTube influences watching behaviors and investment intentions. A structural equation modeling analysis of survey data from 219 adults in the twenties revealed that the perceived credibility of and para-social interaction with the YouTube influencers affected continued viewing intentions. The findings also showed that the effect of identification with the influencers on viewing satisfaction was more prominent when identification mediated the effect of para-social interaction on viewing satisfaction. Theoretical and practical implications were discussed.

• Journal of Digital Convergence
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• v.20 no.1
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• pp.369-378
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• 2022

This study analyzed the effect of aesthetic elements of characters on viewing immersion and re-watching intentions in Chinese historical dramas. For the empirical study, frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis were performed using SPSS 23.0 based on the questionnaire of 330 Chinese who watched the historical drama . As a result of the study, it was found that the character aesthetic elements of Chinese historical dramas with hair and costumes had a positive effect on viewing immersion and re-watching intentions. In addition, it was found that viewing immersion had a mediating effect on the relationship between aesthetic factors and re-viewing intention. It is expected that continuous character creation can be expected through various aesthetic elements such as hair and clothes to increase the value of dramas in the future.

• The Journal of the Korea Contents Association
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• v.21 no.4
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• pp.762-772
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• 2021

This study examined the influence of viewing motivation of the Korean wave video content on viewing attitude, national image of Korea, and behavioral intention among users of the Chinese online video platform, 'bilibili.' Using an online questionnaire, a total of 355 copies were collected. The data were analyzed using structural equation modeling. The findings indicate that the four items of viewing motivation (i.e., entertainment, information, relationships, and vicarious satisfaction) exerted a positive impact on the viewing attitude, while real-time discussion showed no significant impact on it. In addition, viewing attitude exerted a significant positive impact on the national image of Korea, which in turn showed positive influences on the behavioral intention (i.e., visit intention, WOM intention). This study contributed to expand the literature by discussing the Chinese major online content platform, Korean culture, and visit intention to Korea focusing on the Korea wave content. A series of theoretical and practical implications were discussed along with the directions for future research.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.47-56
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• 2019

In line with the increasing demand for domestic travel, Reality Travel Programs(hereinafter referred to as RTP) in which actors don't have the script in program are increasing. We explored the impact of RTP "Viewing Satisfaction" and "Revisit Intentions". Firstly, factors of "entertainment", "sympathy", "aesthetic", "information", "interaction" and "Indirect Experience" were confirmed. Secondly, common factors that have a positive impact on Dependent variables in RPT were "esthetics" and "IE". By empathizing with the beauty of the environment and actor's emotions, the RTP had a positive influence to "VS" and wanting to visit the area. Provided a theoretical basis by verifying that viewing motives for RTP have a positive impact on VS and RI.

• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.213-214
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• 2019

본 연구는 한국인의 일본 애니메이션 시청이 일본방문의도 형성에 어떤 영향을 미치는지 알아보는 것이 목적이다. 연구결과 일본 애니메이션 선택속성 중 작품속성만이 시청만족도에 영향을 미치는 것으로 나타났으며, 시청만족도는 국가이미지 및 방문의도에 긍정적인 영향을 미치는 것으로 나타났다.

• The Journal of the Korea Contents Association
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• v.16 no.10
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• pp.645-655
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• 2016

The purpose of this study is to search shot clip' using variables influencing on the VOD purchase intention and watching intention of real-time broadcasting. This research focused on usage motivation, usage experience such as use time, time of utilization, genre, utilization pattern. Controlling demographic factors, results show that personal relation, benefit against whole broadcast, education genre, watching video, video sharing and recommendation were statistically influential to VOD purchase intention. And, results show that flexibility of use, drama/movie genre, read and write comments were statistically influential to watching intention of real-time broadcasting.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.195-211
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• 2019

Recently, as the personal broadcasting industry has grown rapidly, interest in personal braodcasting platform companies, creators, and contents is increasing. In addition to the quantitative growth of the private broadcasting industry, related research is also increasing, but there is a lack of research on the viewer side. In this study, we applied the Hedonic-Motivation System Adoption Model (HMSAM) to derive the viewing motivation factors from the intrinsic aspects of personal broadcasting users. Also, we analyzed the difference of viewing motivation factors by classifying the types of personal broadcasting contents. As a result of the analysis, extrinsic and intrinsic factors of the users except "control" has a significant influence on the viewing intention and immersion. Also, it was verified that the influences on the viewer's immersion were different according to the content type. Finally, various theoretical and practical implications are presented through the results of this study.