• 제목/요약/키워드: viewing intention

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The Structural Relationship among Viewing Motivation, Viewing Commitment, Reviewing Intention and Game Use Intention of e-Sports Competition Broadcasting

  • Kim, Seyun
    • International Journal of Internet, Broadcasting and Communication
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    • 제14권3호
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    • pp.205-212
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    • 2022
  • The purpose of this study is to investigate the structural relationship between the viewing motivation, viewing commitment, re-audience intention, and game use intention of e-sports competition broadcast viewers. According to the purpose of the study, an online survey was conducted on 300 college students with experience watching broadcasting of e-sports competitions. After excluding inappropriate data from 8 out of 300 people, 292 people's data were used for final data processing. For data processing, the validity and reliability were verified using SPSS 26 and AMOS 23, and then the research hypothesis was verified. We has the results were shown as follows. First, it was found that entertainment, social intercourse and vicarious satisfaction had a positive effect on viewing commitment, but information has not significantly effect on viewing commitment. Second, it was found that viewing commitment had a positive effect on reviewing intention and game use intention. Third, it was found that reviewing intention had a positive effect on game use intention.

The Effects of e-Sports referees Authenticity on Viewing Commitment, Viewing Attitude, and Re-viewing Intention

  • Seyun Kim
    • International Journal of Internet, Broadcasting and Communication
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    • 제16권3호
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    • pp.355-362
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    • 2024
  • The purpose of this study is to investigate whether the authenticity of the referees perceived by esports viewers affects the intention to re-viewing intention through viewing commitment and viewing attitude. To achieve the purpose of this study, a survey was conducted on 200 viewers who had watched esports LCK broadcasts. A total of 200 data were collected, and all data were used as the final valid sample. For data processing, frequency analysis, Cronbach's alpha, correlation analysis, and regression analysis were performed using SPSS 27. The results shown in this study are as follows. First, it was found that the authenticity of the referees had a positive effect on viewing commitment. Second, it was found that the authenticity of the referees had a positive effect on viewing attitude, Third, it was found that the authenticity of the referees had a positive effect on re-viewing intention. Fourth, it was found that viewing commitment had a positive effect on the re-viewing intention. Fifth, it was found that the viewing attitude had a positive effect on the re-viewing intention. We found from these results that viewers are importantly aware of the authenticity of e-sports referees and therefore have to strive to increase the authenticity of referees.

The Effect of the Perceived Waiting Time of Viewers on Negative Emotions, Viewing Satisfaction, Viewing Attitude, and Continuous Viewing Intention When an e-Sports Game Pause

  • Juyeon Lee;Seyun Kim
    • International Journal of Internet, Broadcasting and Communication
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    • 제15권4호
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    • pp.342-350
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    • 2023
  • The purpose of this study is to find out how the perceived waiting time of viewers of e-sports games affects negative emotions and how these negative emotions affect viewing satisfaction, viewing attitude, and continuous viewing intention. To achieve the purpose of this study, 200 viewers who watched e-sports games more than two to three times were targeted. 197 copies were selected as the final valid sample after excluding three of the collected questionnaires that showed unfaithful answers. For data processing methods, confirmatory factor analysis, reliability analysis, and structural equation model analysis were conducted using SPSS 27 and AMOS 25. Through this, the following results were obtained. First, it was found that the perceived waiting time of the viewer had a significant effect on the viewers' negative emotions in the event of a game pause. Second, viewers' negative emotions were found to have a significant effect on viewing attitudes, but not on viewing satisfaction. Third, it was found that viewing attitude had a significant effect on viewing satisfaction and continuous viewing intention. Fourth, it was found that viewing satisfaction had a significant effect on continuous viewing intention. In other words, the more acceptable and shorter the perceived waiting time due to the suspension of the game pause, the lower the negative emotions of the viewers, and the negative emotions of the viewers ultimately affect the intention to continue watching through viewing attitude and viewing satisfaction.

Relationship between Content Characteristics, Immersion, and Customer Purchase Intention in Live-streaming Commerce

  • Bir Bahadur TRIPURA;Jae-Hyeon KIM;Sung Eui CHO
    • 융합경영연구
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    • 제11권3호
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    • pp.67-79
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    • 2023
  • Purpose: This study examines the relationship between content characteristics and customer viewing and purchase intention in live-streaming commerce. Research design, data, and methodology: For this purpose, seven independent factors such as entertainment, artistry, storytelling, informativity, interactivity, reliability, and technicality are extracted based on previous literature. The viewing intention and purchase intention are adopted as dependent factors. The role of 'immersion' is investigated as a mediating factor between the independent and dependent factors. Results: The results showed that entertainment, artistry, technicality, and reliability significantly affected immersion, and immersion affected viewing intention and purchase intention. Immersion was found to play a mediating role between content characteristics and consumer viewing and purchase intention. Conclusions: The results indicate that the content characteristics not only attract customers but also affect their immersion, viewing intention, and purchase intention directly or indirectly in the live-streaming commerce sector.

한류 영상 콘텐츠의 시청동기가 시청태도, 한국에 대한 국가 이미지 및 행동의도에 미치는 영향: 중국 영상 플랫폼 'bilibili'를 중심으로 (The Influence of Viewing Motivation of the Korean Wave Video Content on Viewing Attitude, National Image of Korea, and Behavioral Intention: Focused on the Chinese Online Video Platform, 'bilibili')

  • 왕이민;배소영
    • 한국콘텐츠학회논문지
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    • 제21권4호
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    • pp.762-772
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    • 2021
  • 본 연구는 중국 영상 플랫폼 'bilibili' 이용자의 한류 영상 시청동기가 시청태도, 한국에 대한 국가 이미지, 행동의도에 미치는 영향을 실증적으로 규명하였다. 온라인 설문조사를 통해 총 355부의 유효데이터를 수집하여 구조방정식 모형을 제시하고 분석하였다. 연구 결과에 의하면 먼저 시청동기 중 오락, 정보습득, 사회관계, 대리만족은 시청태도에 긍정적인 영향을 미치는 반면, 실시간 토론은 시청태도에 영향을 미치지 않는 것으로 나타났다. 또한 시청태도가 한국의 국가 이미지에 긍정적인 영향을 미쳤고, 국가 이미지는 방문의도와 구전의도에 유의한 긍정적인 영향을 미쳤다. 본 연구는 중국의 영상 플랫폼에서 다루어지는 한류 영상 콘텐츠를 중심으로, 중국의 주요 문화산업인 플랫폼산업과 한국문화, 한국관광을 함께 다루었다는 점에서 큰 의미가 있다. 본 연구의 결과를 바탕으로 이론적·실무적 시사점과 향후 연구방향을 제시하였다.

동영상의 사회적 시청 동기와 만족도 및 지속의도에서 커뮤니케이션 행위의 조절효과 분석 (Social Viewing Motivations, Satisfaction, and Continuous Use Intention: Moderating Effects of Communication Behavior)

  • 조은영;임소혜
    • 한국멀티미디어학회논문지
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    • 제23권10호
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    • pp.1331-1338
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    • 2020
  • Social viewing has become an increasingly common viewing pattern by combining SNS use with video-watching. Accordingly, social viewing has attracted much scholarly attention, but a more comprehensive understanding of the process and effects of social viewing is warranted. For this, this study incorporated social viewing motivations, viewer satisfaction, and the continuous use intention, taking the viewer's communicative behavior into account as a possible moderator. This study conducted an online survey (N=334). Among four motivations, enjoyment, sharing and expression were significant predictors of program and communication satisfaction. Information, however, was only associated with program satisfaction but not with communication satisfaction. The moderating effects of three communication behaviors, production, sharing, and reception, were discussed in the relationship between user motivations and viewing satisfaction and continuous use intention. Production behaviors played a significant moderating role in between enjoyment, information, sharing, and communication satisfaction. Sharing moderatied information, sharing, and program satisfaction, whereas reception was not a significant moderator.

The Effects of E-sports Broadcasting Commentator's Attributes on Broadcasting Attitude and Continuous Viewing Intention

  • Kim, Seyun
    • International journal of advanced smart convergence
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    • 제10권1호
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    • pp.209-215
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    • 2021
  • The purpose of this study is to determine the impact of broadcasters' broadcasting commentators' attributes on broadcasting conditions and the intention of continuous viewing of e-sports competitions. To achieve this goal, a survey was conducted on 300 university students who had experience watching e-sports competition broadcasting. The final 295 copies were selected as the final valid samples and data processing was carried out. Using SPSS 23, factor analysis, reliability analysis, correlation analysis, and simple and multiple regression analysis were performed. The result of this study was: First, reliability and attractiveness among the sub-factors of commentator attributes were shown to have a positive effect on broadcasting conditions. Second, reliability and attractiveness among the sub-factors of commentator attributes have a positive effect on the intent of continuous viewing. Third, broadcasting conditions have a positive effect on the intention of continuous viewing.

미디어 노출 신체이미지와 탄막 이용이 다이어트 의도에 미치는 영향 -중국 비리비리(Bilibili) 동영상 사이트를 중심으로 (Effect of Exposure to Body Image in Media and Bullet Screen on Weight Loss Intention - Focused on Bilibili, a Video Sharing Website of China)

  • 양수아;조희정;이혜은
    • 한국콘텐츠학회논문지
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    • 제20권10호
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    • pp.268-283
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    • 2020
  • 본 연구에서는 중국의 대표적인 탄막 동영상 사이트인 비리비리(Bilibili)를 중심으로 미디어 노출 신체이미지와 탄막의 이용이 다이어트 의도에 미치는 영향을 살펴보았다. 20대 중국인 여성 310명을 대상으로 온라인 실험 연구가 진행되었으며, 3 (탄막 여부: 탄막 없음 vs. 신체이미지 칭찬하는 탄막 vs. 신체이미지 비판하는 탄막) x 2 (미디어 노출 신체이미지: 이상적 vs. 현실적) 피험자 간 설계로 이루어졌다. 주요 연구 결과를 살펴보면, 이상적인 신체이미지를 칭찬하는 탄막과 현실적인 신체이미지를 비판하는 탄막에서 시청자의 다이어트 의도가 더 강하게 나타났다. 더 나아가, 시청자의 다이어트 의도는 현실적인 신체이미지를 탄막 없이 볼 때보다 이상적인 신체이미지를 탄막과 같이 볼 때, 그리고 현실적인 신체이미지를 비판하는 탄막을 볼 때보다 이상적인 신체이미지를 칭찬하는 탄막을 볼 때 더 강하게 나타나는 것을 확인하였다. 이러한 연구 결과는 사회적 시청의 방식 중 하나로서의 탄막의 이용과 수용자의 행동 의도에 미치는 영향을 이해하는 데 도움이 될 것이다.

캐릭터의 미적요소가 시청 몰입도와 재시청 의도에 미치는 영향 : 중국 사극 드라마<연희공략(延禧攻略)>를 대상으로 (The Influence of Characters' Aesthetic Elements on Viewing Engagement and Re-viewing Intention : Focusing on the Chinese historical TV series 'The Story of Yanxi Palace')

  • 한명;윤수미;최혜진;권오혁
    • 디지털융복합연구
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    • 제20권1호
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    • pp.369-378
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    • 2022
  • 본 연구는 중국 사극 드라마에서 캐릭터의 미적요소가 시청 몰입도와 재시청 의도에 미치는 영향에 대해 분석하였다. 실증조사를 위해 사극 드라마 <연희공략(延禧攻略)>을 시청한 중국인 330명의 설문을 바탕으로 SPSS 23.0을 사용하여 빈도분석, 요인분석, 신뢰도분석, 상관관계분석 및 회귀분석을 실시하였다. 연구결과 헤어스타일, 의상이 적용된 중국 사극의 캐릭터 미적요소는 시청몰입도, 재시청 의도에 정(+)의 영향을 미치는 것으로 확인되었다. 또한 미적요소와 재시청 의도 간의 관계에서 시청 몰입도는 매개효과가 있는 것으로 나타났다. 향후 드라마의 가치를 높이기 위한 헤어, 의상을 비롯한 다양한 미적요소를 통해 지속적인 캐릭터 창출을 기대할 수 있을 것으로 사료된다.

관객유형에 따른 공연관람 구매의사 요인에 미치는 영향 (Effects of Factors of Purchase Intention to Viewing Performance by Audience Type)

  • 권혁인;정순규;최용석
    • 한국콘텐츠학회논문지
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    • 제15권2호
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    • pp.139-150
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    • 2015
  • 본 연구를 통해 관객이 공연관람을 하기 위하여 구매 의사에 미치는 요인에 대해서 조명해보고자 한다. 설문을 통해 수집된 표본에 대해 군집 분석을 사용하여 관객유형을 나눈 후 관객유형에 따라 공연관람을 하기 위한 요인이 구매 의사에 어떻게 다른 영향을 주는지 알아보고자 하였다. 관객유형을 구분하기 위한 신뢰성을 높이기 위해 다양한 연령층과 공연예술 관람 경험 유무와는 상관없이 표본을 구성하여 평가하였다. 관객유형에 따른 구매의사의 영향 요인을 분석하기 위해 요인분석과 신뢰도분석을 실시하였다. 그리고 구조방정식모형을 이용하여 관객유형이 조절변수로 어떻게 영향을 미치는지 검증하고자 AMOS 프로그램을 이용하였다. 분석결과 연구자가 제시한 관람동기와 공연작품 품질이 구매의사에 유의한 영향을 미쳤고, 관객유형이 각 영향요인에 조절효과를 가지고 있었다. 따라서 공연예술 단체들이 마케팅 전략을 세울 때 관객유형을 파악하여 유형에 맞는 적절한 전략을 세울 수 있도록 이바지하고자 한다.