• Title/Summary/Keyword: 콘텐츠 충족성

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Impact of Gratifications Obtained on Behavioral Intention Watching OTT Services (OTT 시청에 따른 획득충족이 이용자의 행동 의도에 미치는 영향)

  • Song, Keun-Tae
    • The Journal of the Convergence on Culture Technology
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    • v.8 no.4
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    • pp.331-338
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    • 2022
  • The purpose of this study is to examine the effect of Gratifications Obtained (GO) on behavioral intention targeting Over-the-Top (OTT). The study chooses quality of content, variety of content, leisure activity, entertainment, the convenience of watching, and reasonable rate ratio as factors of GO. The number of subjects for the research is 330 people aged from their twenties to thirties in Daegu and Gyeongbok province. This study employs multi-regression analysis to analyze the impacts of GO on behavioral intention. The analysis shows that quality of content and variety of content influence behavioral intention at a significance level of 0.01, and entertainment and the convenience of watching influence at a significance level of 0.05.

A study on the Uses and Gratification of Micro-blog between PC and mobile for Chinese undergraduates students (중국대학생들의 미니블로그 이용과 충족 연구: 컴퓨터와 모바일기기 기반 웨이보(微博)서비스를 중심으로)

  • Tao, Jing;Kim, Se-hwa
    • Proceedings of the Korea Contents Association Conference
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    • 2013.05a
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    • pp.295-296
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    • 2013
  • 중국 대학생의 미니블로그 이용 시, 이용동기에 있어서 두 매체 모두 '정보공유', '자아존재감', '대인커뮤니케이션', '엔터테인먼트' 요인이 나타났으며, 모바일에서는 '유명인 접근성'요인이 추가적으로 나타났다. 충족요인에 있어서 두 매체 모두 '콘텐츠', '사회적 교류', '관계형성' 요인이 나타났으며, 두 매체의 차이로 PC의 '기능성', '편리성' 요인에 반해, 모바일에서는 '정보공유', '엔터테인먼트'요인이 나타났다.

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The Determinants of Reuse Intention in e-Learning - An Integrated Approach to Attitude and Flow - (이러닝에서의 재이용의향 결정요인 - 태도와 몰입의 통합적 접근 -)

  • Lee, Jong-Man;Kang, Hwan-Soo;Park, Jong-Hak
    • The Journal of the Korea Contents Association
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    • v.10 no.3
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    • pp.472-479
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    • 2010
  • The purpose of this paper is to investigates the determinants of learner intention to reuse in e-learning. Based on attitude and flow related studies, our paper proposes a theoretical model consisting of factors such as contents sufficiency, course feedback, self-directed learning, attitude, flow, and reuse intention. The survey method was used for this paper, and data from a total of 409 users in e-learning system were used for this analysis. To analyze the data, structural equation model was used. The results of this empirical study is summarized as follows. First, contents sufficiency has a positive effect on flow as well as attitude, and learner's self-directed learning has a positive effect on flow as well as attitude. Second, both attitude and flow have a positive effect on reuse intention. The findings have significant implications for determinant indicators of reuse intention in e-learning.

The Effect of Brand Webtoon Users' Need for Uniqueness on Attitudes towards the Content and the Intention of WOM: Focusing on a mediation effect of the need for self-expression and a moderation effect of the perception of persuasive intent (브랜드 웹툰 수용자의 독특성 욕구가 콘텐츠 태도 및 구전의도에 미치는 영향: 자아표현 욕구 충족의 매개와 지각된 설득의도의 조절효과를 중심으로)

  • Lee, Hui-Jun;Jo, Chang-Hwan
    • (The) Korean Journal of Advertising
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    • v.28 no.8
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    • pp.111-132
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    • 2017
  • This study investigates how consumers' need for uniqueness and for self-expression have influence on their attitude towards brand webtoon contents and word of mouth intention. The results of this study shows that among the sub-dimensions of brand webtoon users' need for uniqueness, unpopular choices has a significantly positive influence on their need for self-expression, and in turn it has a strong positive impact on both attitude towards the webtoon content and intention of word of mouth. In particular, the data show that respondents' perceived perception of the persuasive intent of the brand webtoon moderates the effect of need for self-expression on the attitude towards the content. More specifically, respondents who perceive the persuasive intent in brand webtoon show a lesser degree of favourable attitude towards the content than do respondents who do report a low level of perception of persuasive intent of the brand webtoon. In sum, this study not only provides a theoretical foundation to understand how consumers perceive brand webtoons in terms of their need for uniqueness and for self-expression, but the study has implications for practitioners who are interested in using a brand webtoon for marketing.

A Study on the Effect of Contents Characteristics and Operating Service Quality in Continued Usage Intention and Word of Mouth : Focus on Online Sports Game (온라인 게임의 콘텐츠 특성과 운영 서비스품질이 유저의 지속이용의도 및 구전의도에 미치는 영향에 관한 연구: 온라인 스포츠 게임을 중심으로)

  • Fang, Chun-Feng;Lee, Don-Gon;Han, Kyeong-Seok
    • Journal of Korea Game Society
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    • v.15 no.1
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    • pp.101-114
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    • 2015
  • A recent online game is growing with the combined action of content as well as operating services. However, in previous studies, with a lot of focus on content characteristics of game than the game operating service quality studies have been carried out. This study targeted research online sports games, operating service quality and content characteristics of the game are analyzed effects of word-of-mouth and continued usage intention by applying Expectation Confirmation Model. as a result, it has found that as a result, it has found that sense of reality turned out to be a major variable affecting the content of the game even expectation confirmation. Directly and indirectly, it was confirmed that the role of empathy affect to expectation confirmation and satisfaction.

A study on the use content film of Internet VOD service users (인터넷 VOD 서비스 이용자의 영화 콘텐츠 이용에 관한 연구)

  • Jin, Seong-Cheol;Park, Won-Jun
    • The Journal of the Korea institute of electronic communication sciences
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    • v.8 no.2
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    • pp.255-261
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    • 2013
  • On the study of latest internet based video service diffusion of global broadcasting market. Code cutting of Pay broadcasting user because of Crisis of the pay market. On the other hand OTT(Over-The Top) service growth is pay-TV competitors. Accordingly this study perceived ease of use, perceived usefulness and satisfaction for analysis of internet based video service user. Analysis centered of correlation, regression that perceived ease of use, perceived usefulness and satisfaction.

Usage of Beauty Contents in a Multi-Channel Environment: A Niche Analysis of Webzines, Televisions and Online Video Platforms (다매체 환경에서의 뷰티 콘텐츠 이용: 웹진, TV, 인터넷 동영상 플랫폼 간 적소분석)

  • Lee, Sungjoon
    • The Journal of the Korea Contents Association
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    • v.20 no.9
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    • pp.261-270
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    • 2020
  • This study aimed to investigate the competing relationships among webzines, TVs and online video platforms in terms of usage gratification of consumption of beauty contents based on niche theory. Five types of usage gratification including information, entertainment, attractive characters, convenient usage and honesty were identified from the previous literature and they were used for niche analysis. The findings showed that online video platforms had the wider breadth than webzines and TVs in all dimensions of usage gratification except for attractive character and TVs and online video platforms had the least niche overlap. The results also revealed that online video platforms had the competitive superiority over the other media in terms of convenient usage and honesty. This study has meanings in a way that it can be used as guidelines for how the future consumption patterns of beauty contents will be.

An Integrated Model for the YouTube 'Mukbang' Content use Motivation and Continuous Use Intention: Focusing on Uses and Gratifications Approach and Technology Acceptance Model (유튜브 '먹방' 콘텐츠 이용 동기와 지속이용의도 통합모델: 이용과 충족접근, 기술수용모델을 중심으로)

  • Gweon, Oh-Cheon
    • Journal of Digital Convergence
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    • v.19 no.12
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    • pp.413-425
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    • 2021
  • This study examines the motivation for using YouTube 'mukbang' content by integrating the use and satisfaction approach and the technology acceptance model, and identified the determinants that affect the continuous use intention. A survey was conducted on 358 YouTube 'mukbang' content users, and major results were derived through exploratory/confirmatory factor analysis and path analysis using the SPSS 21.0 program and the AMOS 21.0 program. The main results are presented as follows. First, information seeking motive, stress relief motive, and time spending motive had a positive effect on perceived usefulness, and information seeking motive and time spending motive had a positive effect on perceived ease of use. Second, information seeking motivation, stress relief motivation, and time spending motivate had a positive effect on perceived enjoyment and perceived novelty. Third, perceived enjoyment did not have a significant effect on perceived usefulness. Fourth, both perceived enjoyment and perceived novelty had a positive effect on continuous use intention. Fifth, perceived ease of use had a positive effect on perceived usefulness, and perceived ease of use and perceived usefulness had a positive effect on continuous use intention. This study will have academic significance in that it elaborates a model that can identify the continuous use of YouTube 'mukbang' content by integrating the uses and gratifications approach, and technology acceptance model. Future follow-up studies should contribute to the refinement of models related to the determinants of the intention to continue using YouTube's 'mukbang' content through an attempt to integrate various models.

The Effects of Perceived Netflix Personalized Recommendation Service on Satisfying User Expectation (지각된 넷플릭스 개인화 추천 서비스가 이용자 기대충족에 미치는 영향)

  • Jeong, Seung-Hwa
    • The Journal of the Korea Contents Association
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    • v.22 no.7
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    • pp.164-175
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    • 2022
  • The OTT (Over The Top) platform promotes itself as a distinctive competitive advantage in that it allows users to stay on the platform longer and visit more often through a Personalized Recommendation Service. In this study, the characteristics of the Personalized Recommendation Service are divided into three categories: recommendation accuracy, recommendation diversity, and recommendation novelty. Then proposed a research model which affects the usefulness of users to recognize recommendation services by each characteristics and leads to satisfaction of expectations. The result of conducting an online survey of 300 people in their 20s and 30s who subscribe Netflix shows that the perceived usefulness increased when the accuracy, variety, and novelty of Netflix's Recommendation Service were high. It was also confirmed that high perceived usefulness leads to satisfaction of expectations before and after Netflix use. The derived research results can confirm the importance of evaluating the personalized recommendation service in terms of user experience and provide implications for ways to improve the quality of recommendation services.

Configuring game playing rules by cognition processes of a game item (게임아이템의 인지 프로세스를 통한 게임플레이 유도 시나리오)

  • Park, Yong-Hyun;Lee, Wan-Bok;Ryu, Seuc-Ho;Kyung, Byung-Pyo;kim, Jae-Woong
    • Proceedings of the Korea Contents Association Conference
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    • 2008.05a
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    • pp.135-139
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    • 2008
  • MMORPG로 대표되는 우리나라 온라인게임의 게임아이템 유형을 보면 대부분이 능력치와 관련된 것들이 많다. 이것은 게임아이템의 일부 기능만을 활용한다는 점에서 보다 적극적으로 게임아이템을 구성하고 그것에 유기적인 역할을 부여할 필요성을 갖게 한다. 이러한 필요성을 충족시키기 위하여 게임아이템을 인지심리학적 관점으로 연구는 것은 매우 유효하다. "게임아이템의 인지프로세스와 지식표상 모델"이라는 것은 인지심리학의 정보처리 과정을 게임아이템 사용자에게 적용하여 구조화한 것이다. 이러한 프로세스와 지식표상 모델은 게임아이템의 명료화와 인과적 플레이를 유도하기 위한 것으로 위의 필요성을 충족시킬 수 있다.

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