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A Study on Factors Influencing Immersion and Viewing Intention of Personal Broadcasting Viewers

개인방송 시청자의 몰입 및 시청의도에 미치는 영향요인 연구

  • 홍무궁 (중앙대학교 문화예술경영학과) ;
  • 권혁인 (중앙대학교 경영경제대학 경영학부)
  • Received : 2019.07.30
  • Accepted : 2019.09.18
  • Published : 2019.09.28

Abstract

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.

Keywords

Personal Broadcasting;Personal Media;Viewing Intention;HMSAM;Technology Acceptance

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