DOI QR코드

DOI QR Code

1인 게임방송의 긍정적 효과성에 관한 연구 : 게임 효능감을 중심으로

A Study on Positive Effects of Personal Game Broadcasting : Focusing on Game Efficacy

  • 최민지 (한림대학교 인터랙션디자인) ;
  • 노기영 (한림대학교 미디어스쿨)
  • 투고 : 2018.12.20
  • 심사 : 2019.04.20
  • 발행 : 2019.04.28

초록

본 연구는 1인 게임방송 BJ에 대한 숭배와 인지된 동종 선호가 시청 충성도의 매개효과를 통해 게임 효능감에 미치는 영향을 실증적으로 검증하고자 하였다. 온라인 설문 조사를 통해 1인 게임방송 시청 경험이 있는 485명의 참가자들을 표본으로 수집하였으며, 수집된 데이터는 구조방정식모형 검증을 통해 분석되었다. 완전매개효과를 가정한 연구모형과 부분매개효과를 가정한 대안모형을 제시한 뒤 두 모형을 비교하였으며, 변인들 간의 직간접 효과를 분석하기 위해 부트스트래핑(bootstrapping)을 실시하였다. 연구 결과 BJ 숭배와 인지된 동종 선호는 시청 충성도의 완전매개효과를 통해 최종적으로 게임 효능감에도 유의미한 영향을 주는 것으로 밝혀졌다. 본 연구는 1인 게임방송이 시청자들의 게임 효능감 형성에 유의미한 영향을 미친다는 점을 밝혀내어 BJ에 대한 긍정적 인식을 제공하였다는 점에서 의의를 가진다.

The purpose of this study is to verify empirically the effects of BJ worship and perceived homophily on game efficacy through mediating effect of loyalty to viewing. 485 participants who had watched personal game broadcasting were collected as a sample through an online survey and the collected data were analyzed through structural equation modeling. The research model assuming full mediating effect and the alternative model assuming partial mediating effect were compared and bootstrapping was performed to analyze direct and indirect effects between variables. The results showed BJ worship and perceived homophily had significant effects on game efficacy through the full mediated effect of loyalty to viewing. The noteworthy contribution of this study is to verify how viewing personal game broadcasting has a significant impact on the formation of game efficacy and then ultimately provide positive perception of BJ.

키워드

DJTJBT_2019_v17n4_267_f0001.png 이미지

Fig. 1. Research Model

DJTJBT_2019_v17n4_267_f0002.png 이미지

Fig. 2. Alternative Model

Table 1. Demographics of Respondents

DJTJBT_2019_v17n4_267_t0001.png 이미지

Table 2. Correlation Analysis and Descriptive Statistics

DJTJBT_2019_v17n4_267_t0002.png 이미지

Table 3. Measurement Model Fit Indices

DJTJBT_2019_v17n4_267_t0003.png 이미지

Table 4. Confirmatory Factor Analysis

DJTJBT_2019_v17n4_267_t0004.png 이미지

Table 5. Discriminant Validity Analysis

DJTJBT_2019_v17n4_267_t0005.png 이미지

Table 6. Model Fit of Research Model and Alternative Model

DJTJBT_2019_v17n4_267_t0006.png 이미지

Table 7. Direct Effect of the Research Model

DJTJBT_2019_v17n4_267_t0007.png 이미지

Table 8. Direct Effect of the Alternative Model

DJTJBT_2019_v17n4_267_t0008.png 이미지

Table 9. Direct, Indirect, and Total Effect of the Final Model

DJTJBT_2019_v17n4_267_t0009.png 이미지

참고문헌

  1. C. S. You. (2018. 08. 30). [Issue Analysis] Internet Personal Broadcasting, New Industry VS Regulated Subject. Electronic Times. http://www.etnews.com
  2. H. J. Min. (2018. 10. 05). Personal Broadcasting, the Government Inspections 'On the Board' again. iNews24. http://www.inews24.com
  3. Y. J. Lee. (2018. 08. 13). AfreecaTV.TwitchTV.YouTube ...Hundreds of Thousands of People Watch Every Day. ECONOMY Chosun. http://economychosun.com
  4. H. Y. Kim & B. S. An. (2018). A Study on the Effects of the attractiveness and credibility of Online 1 Personal Media Broadcasting B.J. on the Viewing Engagement perceived on Media Channel, Interactivity, Perceived Enjoyment, and the User's Responses. Advertising Research, 118, 78-126. DOI : 10.16914/ar.2018.118.78
  5. J. Y. Park & S. C. Park. (2017). A Study on Substitution and Complementary of TV and Internet Personal Broadcasting. Information Society & Media, 18(1), 135-157.
  6. Y. J. Lee & G. Song. (2016). An Exploratory Study on Acceptance of Personal Webcasting Contents : Focusing on Use Characteristics and Attitudes toward Advertising. Korean Journal of Broadcasting & Telecommunications Research, 96, 68-103.
  7. S. Y. Kim, E. Yu., & J. M. Jung. (2016). The Impact of Viewing Motivation and Social Viewing on Continued Use and Willingness to Pay in the Personal Broadcasting Service : Focused on AfreecaTV. Review of Culture & Economy, 19(3), 57-84.
  8. S. Y. Han., S. K. Choi., & K. T. Kwak. (2017). Exploring the Influential Factors in Satisfaction and Continuance Usage of Multi-channel Network(MCN) Service : The Moderating Role of SNS Usage. Journal of Cybercommunication Academic Society, 34(4), 243-290.
  9. S. H. Sohn., J. Y. Park., H. W. Kim., O. S. Ban., & H. M. Lee. (2018). An Analysis of In-depth Interviews of Stakeholders on the Regulatory Policies of Internet Personal Broadcasting Content : Evaluation of Current Policies and Future Direction of Self-Regulation. Korean Journal of Broadcasting & Telecommunications Research, 103, 137-167.
  10. M. J. Choe, J. M. Park, & G. Y. Noh. (2015). A Study of Factors Influencing on Watching Personal Game Webcasting, Journal of Korea Game Society, 16(6), 39-48. DOI : 10.7583/JKGS.2016.16.6.39
  11. J. Ahn & Y. Choi. (2016). Characteristics of the Viewing Community in Personal Web-Casting. Korean Journal of Broadcasting, 30(2), 5-53.
  12. A. Bandura. (1982). Self-efficacy mechanism in human agency. American Psychologist, 37(2), 122-147. DOI : 10.1037/0003-066X.37.2.122.
  13. L. K. Cheng, M. H. Chieng & W. H. Chieng. (2014). Measuring virtual experience in a three-dimensional virtual reality interactive simulator environment: a structural equation modeling approach. Virtual Reality, 18(3), 173-188. DOI : 10.1007/s10055-014-0244-2
  14. J. H. Moon, E. Kim, S. M. Choi & Y. Sung. (2013). Keep the social in social media: The role of social interaction in avatar-based virtual shopping. Journal of Interactive Advertising, 13(1), 14-26. DOI : 10.1080/15252019.2013.768051
  15. J. Jacoby & R. W. Chestnut. (1978). Brand loyalty: Measurement and management. Hoboken : John Wiley & Sons Incorporated.
  16. R. L. Oliver. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4), 33-44. DOI : 10.2307/1252099
  17. M. Yoshida, J. D. James & J. J. Cronin. (2013). Value creation: Assessing the relationships between quality, consumption value and behavioural intentions at sporting events. International Journal of Sports Marketing and Sponsorship, 14(2), 51-73. DOI : 10.1108/IJSMS-14-02-2013-B005
  18. L. E. McCutcheon, R. Lange & J. Houran. (2002). Conceptualization and measurement of celebrity worship. British Journal of Psychology, 93(1), 67-87. DOI : 10.1348/000712602162454
  19. J. Maltby, D. C. Giles, L. Barber & L. E. McCutcheon. (2005). Intense‐personal celebrity worship and body image: Evidence of a link among female adolescents. British Journal of Health Psychology, 10(1), 17-32. DOI : 10.1348/135910704X15257
  20. D. D. Ashe & L. E. McCutcheon. (2001). Shyness, loneliness, and attitude toward celebrities. British Current Research in Social Psychology, 6(9), 124-133.
  21. R. A. Reeves, G. A. Baker & C. S. Truluck. (2012). Celebrity worship, materialism, compulsive buying, and the empty self. Psychology & Marketing, 29(9), 674-679. DOI : 10.1002/mar.20553
  22. L. E. McCutcheon, D. D. Ashe, J. Houran & J. Maltby. (2003). A cognitive profile of individuals who tend to worship celebrities. The Journal of Psychology, 137(4), 309-322. DOI : 10.1080/00223980309600616
  23. B. Hutchins. (2011). The acceleration of media sport culture: Twitter, telepresence and online messaging. Information, Communication & Society, 14(2), 237-257. DOI : 10.1080/1369118X.2010.508534
  24. J. S. Lim, Y. Hwang, S. Kim & F. A. Biocca. (2015). How social media engagement leads to sports channel loyalty: Mediating roles of social presence and channel commitment. Computers in Human Behavior, 46, 158-167. DOI : 10.1016/j.chb.2015.01.013
  25. K. Eyal & A. M. Rubin. (2003). Viewer aggression and homophily, identification, and parasocial relationships with television characters. Journal of Broadcasting & Electronic Media, 47(1), 77-98. DOI : 10.1207/s15506878jobem4701_5
  26. M. Prisbell & J. F. Andersen. (1980). The importance of perceived homophily, level of uncertainty, feeling good, safety, and self‐disclosure in interpersonal relationships. Communication Quarterly, 29(3), 22-33. DOI : 10.1080/01463378009369372
  27. A. Bandura. (2009). Social cognitive theory of mass communication. In Media Effects. Abingdon-on-Thames : Routledge.
  28. C. Hoffner & J. Cantor (1991). Perceiving and responding to mass media characters. In Responding to the screen: Reception and reaction processes. Abingdon-on-Thames : Routledge. DOI : 10.1080/08838159609364360
  29. C. Hoffner. (1996). Children's wishful identification and parasocial interaction with favorite television characters. Journal of Broadcasting & Electronic Media, 40(3), 389-402. DOI : 10.1080/08838159609364360
  30. D. Horton & R. Richard Wohl. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229. DOI : 10.1080/00332747.1956.11023049
  31. J. R. Turner. (1993). Interpersonal and psychological predictors of parasocial interaction with different television performers. Communication Quarterly, 41(4), 443-453. DOI : 10.1080/01463379309369904
  32. Q. Tian & C. A. Hoffner. (2010). Parasocial interaction with liked, neutral, and disliked characters on a popular TV series. Mass Communication and Society, 13(3), 250-269. DOI : 10.1080/15205430903296051
  33. A. Bandura. (1991). Social cognitive theory of self-regulation. Organizational Behavior and Human Decision Processes, 50(2), 248-287. DOI : 10.1016/0749-5978(91)90022-L
  34. D. J. Park, J. H. Choi, & D. J. Kim. (2015). The Influence of Health Apps Efficacy, Satisfaction and Continued Use Intention on Wearable Device Adoption: A Convergence Perspective. Journal of Digital Convergence, 13(7), 137-145. DOI : 10.14400/JDC.2015.13.7.137
  35. R. D. Johnson & G. M. Marakas. (2000). The role of behavioral modeling in computer skills acquisition: Toward refinement of the model. Information Systems Research, 11(4), 402-417. DOI : 10.1287/isre.11.4.402.11869
  36. J. Lam & M. Lee. (2005, January). Bridging the digital divide-The roles of Internet self-efficacy towards learning computer and the Internet among elderly in Hong Kong, China. The 38th Annual Hawaii International Conference on System Sciences. (pp. 266b-266b). Hawaii : IEEE.
  37. A. Bandura. (1986). Social foundations of thought and action. Englewood Cliffs : Prentice-Hall.
  38. R. L. Nabi & S. Clark. (2008). Exploring the limits of social cognitive theory: Why negatively reinforced behaviors on TV may be modeled anyway. Journal of Communication, 58(3), 407-427. DOI : 10.1111/j.1460-2466.2008.00392.x
  39. J. C. McCroskey, V. P. Richmond & J. A. Daly. (1975). The development of a measure of perceived homophily in interpersonal communication. Human Communication Research, 1(4), 323-332. DOI : 10.1111/j.1468-2958.1975.tb00281.x
  40. R. McMullan & A. Gilmore. (2003). The conceptual development of customer loyalty measurement: A proposed scale. Journal of Targeting, Measurement and Analysis for Marketing, 11(3), 230-243. DOI : 10.1057/palgrave.jt.5740080
  41. C. Bobalca, C. Gatej & O. Ciobanu. (2012). Developing a scale to measure customer loyalty. Procedia Economics and Financ, 3, 623-628. DOI : 10.1016/S2212-5671(12)00205-5
  42. I. Ajzen. (2002). Constructing a TPB questionnaire: Conceptual and methodological considerations.
  43. P. E. Shrout & N. Bolger. (2002). Mediation in Experimental and Nonexperimental Studies: New Procedures and Recommendations. Psychological Methods, 7(4), 422-445. DOI : 10.1037//1082-989X.7.4.422
  44. J. F. Finch & S. G. West. (1997). The investigation of personality structure: Statistical models. Journal of Research in Personality, 31(4), 439-485. DOI : 10.1006/jrpe.1997.2194
  45. C. Fornell & D. F. Larcker. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. DOI : 10.2307/3151312
  46. P. M. Bentler & D. G. Bonett. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588-606. DOI : 10.1037/0033-2909.88.3.588
  47. P. Cushman. (1990). Why the self is empty: Toward a historically situated psychology. American Psychologist, 45(5), 599-611. DOI : 10.1037/0003-066X.45.5.599
  48. C. Hoffner & M. Buchanan. (2005). Young adults' wishful identification with television characters: The role of perceived similarity and character attributes. Media Psychology, 7(4), 325-351. DOI : 10.1207/S1532785XMEP0704_2