Journal of Korea Game Society (한국게임학회 논문지)

Korea Game Society (한국게임학회)
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A Study on the Motivation of Live Video Streaming by Adopter Characteristics

수용자특성에 따른 인터넷 개인방송 이용동기 분석

  • Kim, Hyuk (Dept. of Business Administration, Chung-Ang Univ) ;
  • Wi, Jong-Hyun (Dept. of Business Administration, Chung-Ang Univ)
  • 김혁 (중앙대학교 일반대학원 경영학과) ;
  • 위정현 (중앙대학교 경영학부)
  • Received : 2018.01.22
  • Accepted : 2018.02.20
  • Published : 2018.02.20
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Abstract

This study is to analyze the difference of satisfaction according to the usage motivation of Live video streaming and characteristics of the adopter(early adopters, late adopters). For this purpose, we conducted a survey of 283 people in the age of 10~30 using AfreecaTV. As a result of the study, users spending daily hours on watching Afreeca TV showed a positive effect on the usage motivation. It shows only one difference in education level between the demographic characteristics, based on the adopter characteristics. Also the differences in the satisfaction factors were found to be habits, communication, entertainment accessibility in the early adopters and accessibility, credibility, habits, accessibility were significant influences on the late adopters.

본 연구는 인터넷 개인방송의 이용동기와 수용자특성(초기수용자, 후기수용자)에 따른 만족도의 차이를 분석하였다. 이를 위해 아프리카TV(AfreecaTV)를 이용하는 10~30대 283명을 대상으로 설문을 실시하였으며, 다음과 같은 결과를 도출하였다. 분석결과 사용자의 하루 평균 사용시간은 이용 동기에 긍정적인 영향을 미쳤으며, 수용자특성에 따른 인구통계학적 특성차이에서는 학력에서만 차이가 있는 것으로 나타났다. 또한 만족도는 초기수용자의 경우 여가습관, 커뮤니케이션, 오락성, 접근성이 후기수용자는 접근성, 신뢰성, 여가습관, 최신성이 유의미한 요인으로 나타났다.

Keywords

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