DOI QR코드

DOI QR Code

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

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

References

  1. Y. K. Yoon. (2015). A Study on Increased User Autonomy and New Contents Paradigm According to Media Fragmentation. Journal of Korea Entertainment Industry Association, 9(1), 43-56. DOI: 10.21184/jkeia.2015.03.9.1.43
  2. J. P. Hong. (2011). A conceptual investigation of the boundaries between mass media and personal mediain the media convergence era. Ewha Journal of Social Sciences, 26, 171-206. DOI : 10.16935/ejss.2011.26..007
  3. Y. K. Yoon & I. H. Cho. (2014). A Study on the Changes of Production and Distribution of News Contents with the Diversification of Media Channels. The Korean Entertainment Industry Association, 2014(11), 125-132.
  4. D. S. Kim & B. H Cho. (2010). A Study on the Personalization of Media Space by the Use of Smart Phones. Journal of the Korea Institute of Spatial Design, 5(2), 103-114. DOI : 10.35216/kisd.2010.5.2.103
  5. S. H. Ju, M. Y. Song & B. K. Kim. (2018). The Effect of Personal trait on Perceived Value and Recommendation Intention : Focus on one-person media contents. Journal of the Korea Convergence Society, 9(12), 159-167. DOI : 10.15207/JKCS.2018.9.12.159
  6. J. H. Lee, K. A. Ko & D. G. Ha. (2018). A study on Motivations of Viewers Watching Personal Live Streaming Broadcast and the Influences of Motivation Factors to Satisfaction and Continuance Intention -Focused on Post Acceptance Model (PAM). The Korean journal of advertising and public relations, 20(2), 178-215. DOI : 10.16914/kjapr.2018.20.2.178
  7. M. J. Koh. (2016). A Study on the Multi-Channel Network of Online Platform: A Combination betweenIndividual Video Creation and Business Capital. Master dissertation, Seoul National University, Seoul.
  8. J. S. Yoon, J. M. Ma, S. S. So & S. B. Eun. (2016). 1 Person Media Based on Person Wide Web for Preventing Privacy Risk. KIPS Transactions on Computer and Communication Systems, 5(10), 339-346. DOI : 10.3745/ktccs.2016.5.10.339
  9. S. Y. Moon. (2017). A Study of Rise and Legal Issue of Personalized Broadcasting - Focusing on Copyright Law and Freedom of Speech. KHU Global Business Law Review, 10(11), 15-35.
  10. K. Y. Kim. (2017). A Study on the Development Direction of the Beauty creator in the One-man-Media. The Treatise on The Plastic Media, 20(4), 29-35.
  11. D. H. Seong & H. S. Lee. (2018). A Study Investigating the Influence of Parasocial Interaction and Subjective Social Distance Between Internet Private Broadcasting BJ and Viewers and Expertise on PPL Effect: Focusing on Persuasion Knowledge Model. The Journal of Public Policy and Governance, 11(4), 87-121.
  12. H. Kim & J. H. Wi. (2018). A Study on the Motivation of Live Video Streaming by Adopter Characteristics. Journal of Korea Game Society, 17(1), 83-94.
  13. S. H. Ju & B. R. Koh. (2018). The Effect of Personal Media Contents Characteristic on Perceived Value and Use Intention of Continuous : The Interaction Effect of Novelty Seeking. Journal of the Korea Convergence Society, 9(9), 167-176. DOI : 10.15207/JKCS.2018.9.9.167
  14. E. M. Lee & K. H. Han. (2018). The Communication Effect of Product Messages through Memedia : Based on the Analyses of the Effects of Perceived Expertise and Perceived Commercialism. Journal of Practical Research in Advertising and Public Relations, 11(1), 187-211. DOI : 10.21331/jprapr.2018.11.1.007
  15. S. C. Jeong & J. H. Kim. (2017). Effect of real-time communication of internet personal broadcasting BJ on PPL advertising : vertical social distance as a mediator. Annual Conference of Korean Psychological Association, 2017(8), 400.
  16. W. H. Lee. (2016). Analyzing the Trend of Online Video Advertising on Youtube. Journal of Korea Design Forum, 51, 95-103. DOI : 10.21326/ksdt.2016..51.008
  17. S. H. Ju & B. R. Koh. (2018). The Effect of Personal Media Contents Characteristic on Perceived Value and Use Intention of Continuous : The Interaction Effect of Novelty Seeking. Korea Convergence Society, 9(9), 167-176. DOI : 10.15207/JKCS.2018.9.9.167
  18. 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.
  19. C. P. Chen. (2013). Exploring personal branding on YouTube. Journal of Internet Commerce, 12(4), 332-347. DOI : 10.1080/15332861.2013.859041
  20. J. E. Lee & B. Watkins. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. DOI : 10.1016/j.jbusres.2016.04.171
  21. S. Y. Lee & S. I. Kim. (2016). Evaluation for user experience about interface design of video-sharing website: Mainly with analysis on 'YouTube' and 'Vimeo.' Journal of Digital Convergence, 14(8), 423-429. DOI : 10.14400/JDC.2016.14.8.423
  22. E. H. Lee. (1993). A study on consumer information needs. Doctoral dissertation, Seoul National University, Seoul.
  23. D. S. Yang. (2016). A Study on Consumer Needs on Financial Information in Financial Products. CONSUMER POLICY AND EDUCATION REVIEW, 12(1), 229-255. DOI : 10.15790/cope.2016.12.1.229
  24. S. S. Lee. (2002). A Study on Development of Cosnumer Information for Consumer Sovereignty in the Information Society. Journal of Consumer Studies. 13(3), 189-214.
  25. S. J. Oh. (2001). A Study on Consumer Information about Financial Service Accounts over Internet. Doctoral dissertation, Sookmyung Women's University, Seoul.
  26. K. G. Huh. (2013). An analysis of consumers' information activity: based on search, production, usage of consumer information. Consumer policy and education review, 9(2), 1-17.
  27. A Y. Choi & J. Y. Rha. (2012). How Do Consumers Search for Information in Multi-channel Environment?: Consumer Typology Based on Their Choice of Information Channel. Journal of Consumer Studies, 23(2), 135-164.
  28. J. W. Choi, Y. S. Chun & J. Y. Rha. (2015). A Study on the Expanded Consumer Roles in ICT Environment. Consumer policy and education review, 11(4), 55-78. DOI : 10.15790/cope.2015.11.4.055
  29. E. G. Nam & K. J. Kim. (2015). Consumer Information Confusion and Choice Confusion in the Multi-Channel Environment. Consumer policy and education review, 11(4), 1-23. DOI : h10.15790/cope.2015.11.4.001
  30. I. H. Kim & J. S. Yeo. (2017). Consumers' Perception on Personal Information and Its Usage in Big Data Environment. Journal of Consumer Studies, 28(6), 129-148. https://doi.org/10.35736/jcs.28.6.6
  31. J. W. Doo. (2005). Centering Around the Influence of Product Purchased and Skill-Challenge Relationship Type= Consumers' Risk Perception and Risk Reduction Behavior over Internet Shopping. Management & Information Systems Review, 6, 51-82.
  32. C. W. Park & J. W. Kim. (2016). An Empirical Research on Information Privacy Concern in the IoT Era. Journal of Digital Convergence, 14(2), 65-72. DOI : 10.14400/jdc.2016.14.2.65
  33. J. C. Flanagan. (1954). The critical incident technique. Psychological bulletin, 51(4), 327. DOI : 10.1037/h0061470
  34. S. H. Park, Y. S. Won & S. H. Park. (2017). A Study on the Experience and Improvement for Senior Sports Instructor Training Program by Utilizing Critical Incidents Technique. Korean journal of physical education, 56(1), 67-80. DOI : 10.23949/kjpe.2017.01.56.1.6
  35. A. Y. Choi & J. Y. Rha. (2011). Understanding the Consumer Experience in Retailing Channel Using Critical Incident Technique. Korean Journal of Human Ecology, 20(6), 1185-1198. DOI : 10.5934/kjhe.2011.20.6.1185
  36. S. U. Yun & G. M. Hwang. (2004). Effects of Service Recovery Types on Customer Relationships : Critical Incidents in Restaurant Services. Journal of Consumer Studies, 15(1), 135-158.
  37. S. I. Shim. (2014). Understanding the consumer shopping experiences on Black Friday using critical incident technique -Focused on the responses of university students in the United States. The Research Journal of the Costume Culture, 22(2), 346-359. DOI : 10.29049/rjcc.2014.22.2.346
  38. Y. S. Seo, J. T. Kim & J. Y. Kwon. (2017). A Study on Customer Experience and Service Improvement of Screen Golf Club by Utilizing Critical Incidents Technique. Korean journal of physical education, 56(4), 377-395. DOI : 10.23949/kjpe.2017.07.56.4.25
  39. S. M. Cha & H. W. Lee. (2014). Understanding the Eating-out Information Use Experience Using Critical Incident Technique: Focus on Comparison among Media. Journal of Tourism Sciences, 38(8), 345-367.
  40. Korea Communications Commission. (2017). The Use Behavior of Broadcasting Media. Seoul : Korea Communications Commission Report.
  41. D. H. Ko & Y. A. Won. (2016). A Study of Effect on Media Exposure and Cybercrime Perception. Journal of Digital Convergence, 14(5), 67-75. DOI : 10.14400/JDC.2016.14.5.67
  42. D. G. Mick & S. Fournier. (1998). Paradoxes of technology: Consumer cognizance, emotions, and coping strategies. Journal of Consumer Research, 25(2), 123-143. DOI : 10.1086/209531
  43. E. J. Kim & S. C. Whang. (2019). A Study on Advertising Effect Depending on Type of Information Source and Displaying of Economic Support in Influencer Marketing : Focusing on Youtube. Journal of Digital Contents Society, 20(2), 297-306. DOI : 10.9728/dcs.2019.20.2.297
  44. J. I. Ahn & Y. K. Seo. (2014). An Analysis of Sub-factors of Digital Media Literacy Divide : Focusing on the effects of generation and economic status. Journal of Digital Convergence, 12(2), 69-78. DOI : 10.14400/JDC.2014.12.2.69