Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Exploring University Student's Responses to Consumer Information in Personal Media Using Critical Incident Technique: Focusing on YouTube

결정적 사건기법을 적용한 대학생의 1인 미디어 소비자정보에 대한 반응 탐색: 유튜브를 중심으로

  • Jang, Eun-Gyo (Dept. of Consumer Science, Chungnam National University) ;
  • Liu, Qiaoling (Dept. of Consumer Science, Chungnam National University) ;
  • Lee, Jin-Myong (Dept. of Consumer Science, Chungnam National University)
  • Received : 2019.06.29
  • Accepted : 2019.10.20
  • Published : 2019.10.28
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Abstract

This study aims to explore the impressive experiences of university students on YouTube media and to find ways to improve personal media as useful consumer information. 44 university students were selected, and data on the experience of using YouTube were collected and analyzed by applying the critical incident technique. As a result, the positive responses to personal media were derived from 'enhancing C2C information capabilities', 'consumer-centric usability', 'attractive information creators', 'a sense of the sameness', and 'fresh and entertaining information'. Negative responses were derived from 'spreading of harmful information', 'distrust in information creators', 'inducing excessive advertising and impulse buying', 'media addiction' and 'relative deprivation'. In addition, improvement of the personal media has been suggested. This study has differentiation and significance as a qualitative data for understanding consumer's perception and experience of personal media.

본 연구의 목적은 소비자정보로서의 유튜브 1인 미디어에 대한 대학생들의 인상적인 경험을 긍정적, 부정적 측면에서 탐색하고, 유용한 소비자정로보서의 1인 미디어의 개선점을 모색하는 것이다. 대학생 44명을 연구대상으로 선정하고 소비 맥락에서의 유튜브 이용 경험에 관한 자료를 결정적 사건기법을 적용하여 수집 및 분석하였다. 연구 결과, 1인 미디어에 대한 긍정적 반응으로는 'C2C 정보력 강화', '소비자 중심적 사용성', '매력적인 정보 크리에이터', '공감대와 동류의식 형성', '신선하고 유희적인 정보'가 도출되었고, 부정적 반응으로는 '유해정보의 확산', '정보 크리에이터에 대한 불신', '과도한 광고와 충동구매 유발', '미디어 중독', '상대적 박탈감'이 도출되었다. 대학생들은 1인 미디어 개선을 위해 '법 정책적 규제 도입', '미디어 리터러시 강화', '소비자 지향적 UI 개선'이 요구된다고 제안하였다. 본 연구는 1인 미디어에 대한 소비자의 인식과 경험을 이해하는 기초자료로 활용될 수 있으며, 소비자 지향적인 1인 미디어의 방향을 제언한다는 점에서 의의를 가진다.

Keywords

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