디지털융복합연구 (Journal of Digital Convergence)

  • 제15권6호
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  • Pages.425-438
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  • 2017
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  • 2713-6434(pISSN)
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  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
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'짤방' 방송영상 수용요인에 관한 연구 - 20대 수용자를 중심으로 -

Study of Acceptance Factor of 'JJALBANG' Broadcast Images - Focused on Audiences in Their 20s -

  • 이규환 (중앙대학교 첨단영상대학원)
  • Lee, Kyu-Hwan (The graduate school of Advanced Imaging Sciences, Multimedia and Film Chung-Ang University)
  • 투고 : 2017.04.27
  • 심사 : 2017.06.20
  • 발행 : 2017.06.28
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초록

본 연구는 20대 짤방 방송영상 수용자 221명을 대상으로 짤방 방송영상 미디어 사용에서 제공하는 경험적 속성이 수용자만족에 미치는 영향을 검증하고, 이 경로에서 작용하는 몰입의 매개효과를 분석하였다. 본 연구의 주요 결과는 다음과 같다. 첫째, 짤방 방송영상 사용자 경험 속성이 수용자만족에 직접적인 영향을 미치지 않고, 수용자몰입에만 직접적인 영향을 미치며, 수용자몰입은 사용자만족에 직접적인 영향을 미치는 것으로 해석할 수 있다. 둘째, 효과 분해를 통해 사용자 경험 속성이 수용자만족으로 연결되기 위해서는 수용자의 몰입도 확보가 중요한 예언변인이라는 사실을 확인할 수 있었으며, 특히 몰입만으로도 짤방 이용만족을 예언하므로, 몰입은 짤방 방송영상의 사용자 경험 효과에 대해 중요한 예측변인이라고 할 수 있다. 그리고 짤방 방송영상 사용자 경험 속성의 효과는 시각 속성 > 상황 속성 > 정보 속성 > 상호작용 속성 순으로 수용자몰입과 만족에 영향력을 가지며, 수용자몰입을 통해 만족에 영향을 미친다는 점을 알 수 있었다. 또한 수용자 몰입의 완전매개효과에 따른 중요성을 발견하였으며, 이를 통해 짤방 방송영상의 수용전략에 있어서 효과적인 경험의 제공과 사용자몰입의 중요성에 관한 시사점을 얻었다.

This study investigated the impacts of the experience attributes of JJALBANG broadcast images on satisfaction with 221 viewers in their 20s and analyzed the mediation effect of flow. The results are: First, their experience attributes affected flow, not directly affecting satisfaction while flow directly affected satisfaction. Second, securing flow was an important predictor for connecting experience attributes to satisfaction through the effect resolution. Flow alone can predict satisfaction, so its impact on experience is very important. Visual attribute had the greatest influence on flow and satisfaction, followed by situation, information, and interaction, which affected satisfaction through flow. This study found the importance of full mediation effect of flow and got implications for effectively providing experience and flow in strategies for viewing JJALBANG.

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