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Benefit Analysis of Internet Personal Broadcasting

인터넷 개인 방송의 수익 분석

  • 정근웅 (성균관대학교 대학원 경영학과) ;
  • 박성택 (충북대학교 경영정보학과) ;
  • 김종욱 (성균관대학교 경영전문대학원)
  • Received : 2017.02.02
  • Accepted : 2017.03.20
  • Published : 2017.03.28

Abstract

This study is aimed at investigating the factors that influence the profits of Internet personal broadcasting to improve unstable benefit structure. 50 viewers of game broadcasting that includes most of internet personal broadcasting's personalities are surveyed, who are watching the broadcasting everyday more than an hour and backing to a broadcast conductor. For investigating Benefit Structure Analysis of Internet Personal Broadcasting, independent variables are composed of Social viewing experience, Parasocial relationship, and Information seeking motive and mediator is composed of viewing satisfaction that influences dependent variable, purchase intention. As a result the study founds that only two independent variables(Parasocial relationship, Information seeking motive) affect to mediator and viewing satisfaction affected to dependent variable.

Keywords

Internet Personal Broadcasting;Social Media;Viewing Satisfaction;Social Viewing Experience;Parasocial Relationship

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