• Title/Summary/Keyword: uses-and-gratifications

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Understanding the Use of Community Informatics: A Structural Equation Modeling Approach (지역정보 시스템 이용모형 개발을 위한 이론적 고찰 및 실증적 연구)

  • 권나현
    • Journal of the Korean Society for information Management
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    • v.21 no.2
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    • pp.23-44
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    • 2004
  • This study proposed a theoretical framework that could explain the service use of a community informatics. The proposed community informatics use model was developed based on three theoretical models: (1) Ajzen's Theory of Planned Behavior (TPB) from social psychology: (2) Uses and gratifications approaches from media use research; and (3) Technology Acceptance Model(TAM) from information technology use research. The proposed model consists of three basic components: expectations of the outcomes from use, approvals from important others, and perceivied controllability over using the service. The initially proposed model was assessed using structural equation modeling, and then re-sepcified in order to propose a better fitting model. The initially proposed and revised community informatics use models were discussed with their theoretical and practical implications.

Mobile News Engagement in a South Asian Context: Roles of Demographics, Motivations, and News Type Preferences in News Exposure and Participation in Bangladesh

  • Alam, Md. Asraful;Kim, Kyun Soo
    • International Journal of Contents
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    • v.17 no.2
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    • pp.48-64
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    • 2021
  • This study examines mobile news engagement-conceptualized as news exposure and participation-in the context of South Asia which has experienced tremendous growth in mobile-Internet users without receiving much attention from communication scholars. Along with demographic characteristics, this research incorporates motivational factors (grounded on uses and gratifications-U&G-approach) and news type preferences to explore their roles in mobile news engagement among urban citizens in Bangladesh. Results of a self-administered survey (N = 504) revealed that participants' mobile news engagement partially varied depending on their demographic differences, particularly gender, age, and education. Our study also unveiled that individuals' motivation for sharing information seemed to be a strong predictor of mobile news exposure and participation. In addition, Bangladeshi respondents were more likely to be interested in the hard news in terms of expressing views on news comments and sharing news via mobile platform. Conversely, preference for soft type news had a significant influence on news exposure through mobile browsing. This study provides insights into the understanding of global phenomena of mobile news engagement by unpacking the case of Bangladesh where mobile news usage seems to be an evolving state.

Uses and Gratifications on Subscribed YouTube Channels : Centered on Motives for Ritualized use and Instrumental Use, Flow, and Satisfaction (유튜브 구독자의 이용과 충족에 관한 연구 : 의례적 이용동기, 도구적 이용동기, 몰입 및 만족을 중심으로)

  • Joo, Jihyuyk
    • Journal of the Korea Convergence Society
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    • v.10 no.12
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    • pp.223-233
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    • 2019
  • This study aimed to explore YouTube subscribers' uses and gratification through PLS path modeling. Especially, we identified the types of use motives grounded on ritualized (MR) and instrumental (MI) use motives; and then showed two motives have an effect on satisfaction directly and indirectly through mediating of flow. We employed PLS path modeling to analyze structural causalities among the constructs. We found all of the presented hypotheses are supported respectively. Two motives (MR and MI) had an effect on flow and satisfaction. Flow also had an effect on satisfactions. Namely, satisfaction was explained directly and indirectly, through mediated with flow, by MR and MI. Finally, we presented implications of findings and suggestion for future study.

Uses and Gratifications of TV Home-shopping Channels (TV홈쇼핑 채널의 이용과 충족연구)

  • Lee, Sang-Bong
    • The Journal of the Korea Contents Association
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    • v.11 no.12
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    • pp.241-249
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    • 2011
  • This study takes a uses and gratification theory based approach to identifying the relation between TV home-shopping channel use motivation and purchase intention. The results are summarized as follows. First, in respect of TV home-shopping channel use motivation, the analysis results reveal three factors: convenience, information seeking, and entertainment. Among these, the factor of convenience was the first in the order of importance. Secondly, 1)It is found that use motivation also has some limited influence on purchase intention. 2)Selectivity and involvement degree, the sub-categories of audience activity, are found to be the variables with the highest prediction ability, suggesting a need to give a particular attention to them. 3)In addition, viewing amount, a variable of use behavior, is shown to have a significant influence on purchase intention. The followings are the implications of the study results. First, marketing strategies that enable maximization of shopping convenience are required. Second, there is a need to approach the delivery of TV home-shopping contents as a kind of broadcasting contents on their own rather than merely a medium for selling goods.

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.

A Study on Uses and Gratifications to the Viewing of Famous Celebrities' Internet Personal Broadcasting: Focused on Chinese Viewers' Motivation and Satisfaction (유명 연예인 인터넷 개인 방송 시청에 대한 이용과 충족 연구: 중국 시청자의 시청동기와 시청만족도를 중심으로)

  • Xia, Pingping;Seo, Sangho
    • The Journal of the Convergence on Culture Technology
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    • v.6 no.4
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    • pp.53-58
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    • 2020
  • Many stars are delivering various contents such as real time talks through Internet personal broadcasting to communicate with fans. For stars and entertainment companies that expect the effect of communicating with fans through Internet broadcasting, it can be said that it is important to grasp viewers' viewing motivation and satisfaction. Thus, we analyzed the viewing motivation and satisfaction of Chinese viewers' Internet personal broadcasting of famous celebrities based on the uses and gratifications approach. To this end, an online survey was conducted, and as a result, 'emotional motivation' and 'functional motivation' were found as Chinese viewers' motivation for viewing Internet personal broadcasting of famous celebrities. In addition, it was found that viewers' satisfaction increased as the viewers' 'emotional viewing motivation' increased. From the results of this study, it seems that a strategy of subdividing programs by reflecting the audience characteristics such as age and occupation is needed. It can be a way to expand the number of viewers and the intended broadcasting effect by designing and producing programs for personalized celebrity internet broadcasting by segmenting audiences.

A Study on Gamers Segmentation based upon Uses and Gratifications of Mobile games (모바일게임 이용 충족이론을 기반으로 한 모바일 게이머 유형 분석에 관한 연구)

  • Han, Kwang-Hyun;Kim, Tae-Ung
    • Proceedings of the Korean Operations and Management Science Society Conference
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    • 2005.10a
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    • pp.133-164
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    • 2005
  • Mobile games have emerged as the most innovative entertainment technology, adding new revenue streams, taking advantage of the potential of wireless applications and service offerings. Mobile games, like any other types of computer game, offer a unique value for users in providing an exciting digital experience in virtual worlds. Players can become empowered through the development of new characters and strategies within games to achieve rewarding successes against the computers and other players. The overall trend for mobile games is towards bigger, more colorful, more involving and exciting contents, which will build upon the developing capabilities of mobile phones and networks in order to bring new styles, concepts and experiences of game play to the users. In this paper, we attempt to investigate the demographic factors which play critical roles in determining the level of playing times; classify mobile gamers based on their motives for playing games; and empirically test differences in their demographic factors and mobile game usage. Statistical results show that significant differences in playing times exist, depending upon their age, gender, mobile device, mobile phone usage, mobile game experiences, and preferred games genres. Applying Factor analysis, we have identified Escape, Social interaction, Challenge and Competition, Fantasy, Diversion and Relaxation, Ease of Accessibility as key motivators for playing mobile games. Additional cluster analysis shows that the categorization of gamers, according to their usage habits and the key motivators for playing, can be made as follows: M-gamers, Multi-gamers and Communication-focused gamers. Further correlation of these grouping with socio-economic data shows the significant differences in gaming habits and patterns of mobile phone use.

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A Study on Consumers' Perception of and Use Motivation of Artificial Intelligence(AI) Speaker (인공지능 스피커(AI 스피커)에 대한 사용자 인식과 이용 동기 요인 연구)

  • Lee, Heejun;Cho, Chang-Hoan;Lee, So-Yoon;Keel, Young-Hwan
    • The Journal of the Korea Contents Association
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    • v.19 no.3
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    • pp.138-154
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    • 2019
  • This study was conducted to identify the use motivations of AI speaker and examine the characteristics of AI speaker users. Based on the uses and gratifications theory, The study results show that the user motivations of AI speaker are four dimensional, namely escaping from daily problems and maintaining social relationships, information acquisition and learning, entertainment and relaxation and pursuit of practicability. The main AI speaker users are in their 30s, and they are innovative to actively use AI speakers for entertainment purposes such as listening to music. The four sub-dimensions differed as we compared them with user characteristics. Specifically, the motivation for escaping from daily problems and maintaining social relationships varied with gender and age. Moreover, age and informativeness were identified to have an influence on the motivations of information acquisition and learning and entertainment and relaxation. In sum, this research provides practical implications into how to strategically create contents and services for AI speakers.

A Study on Use Motivation, Consumers' Characteristics, and Viewing Satisfaction of Need Fulfillment Video Contents(Vlog / ASMR / Muk-bang) (욕구 충족 영상 콘텐츠(브이로그 / ASMR / 먹방) 이용 동기, 수용자 특성, 시청 만족도에 관한 연구)

  • Kang, Mee?Jeong;Cho, Chang-Hoan
    • The Journal of the Korea Contents Association
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    • v.20 no.1
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    • pp.73-98
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    • 2020
  • This study aims to redefine Vlog, ASMR, and Muk-bang contents as 'Need Fulfillment Video Contents,' which are emerging as major genres among the video contents. And this study explores the relationships between consumers' motives, viewing satisfaction, and consumers' characteristics such as demographic characteristics, big five personality traits, and individualism-collectivism tendencies in terms of uses and gratifications theory. Statistical analysis techniques such as factor analysis and hierarchical regression analysis were used to analyze 441 samples. As a result, age, income level, and collectivism were found to influence consumers' choice of Need Fulfillment Video Content genre. It was also found that the motivation of using Need Fulfillment Video Contents consisted of five factors: self-assessment and improvement, sensory stimulation and relaxation, entertainment, escapism and passing time, and following trends. Also, each usage motive influenced the viewing satisfaction in various ways. Based on the results of the analyses, the study concludes with discussion of the academic significance and practical implications for Need Fulfillment Video Contents industry development.

A Study of Changing Factors and Gratifications in Online Newspaper (온라인 신문의 이용 변화에 관한 연구)

  • Kim, Chae-Hwan;Ann, Su-Geun
    • Korean journal of communication and information
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    • v.26
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    • pp.105-134
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    • 2004
  • This longitudinal study examines changing factors readers of online newspaper on 1999 and 2004. In terms of Users and Gratification approach, this survey explore changing what is motives of online newspaper readers, using and satisfying of online news during five years. The factor analysis of Online newspaper's reading motive statements yielded three interpretable factors: 'informativeness-convenience', 'inter-activity', 'entertainment'. First, 'informativeness-convenience' on 2004 was lower than '99 in online newspaper reading motives and satisfying, but factor of 'interactivity' and 'entertainment' measured thar 2004 was higher than '99 in chat of online newspaper. A level of reading online newspaper on 2004 is lower than '99, 'people' and 'opinion' is highest reading online newspaper item. Bur that of '99 is 'top news' and 'political news'. 'Top news', 'economics' and 'infor-mation/science' is highest satisfying level of online news item on '99, but that of order changed into 'people'. 'opinion' and 'broadcasting/enter-tainments' on 2004. In conclusion, this study shows online newspaper readers perceived interactive service and entertainment factor.

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