Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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Exploring the Factors Affecting Viewer Satisfaction on Internet Personal Broadcasting Based on the Kano Model

Kano모델 기반의 인터넷 개인방송 서비스 만족도 영향요인 고찰

  • Received : 2020.02.22
  • Accepted : 2020.02.26
  • Published : 2021.02.28
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Abstract

This study aims to explore the Internet personal broadcasting quality factors that influence viewer satisfaction and dissatisfaction based on the motivation-hygiene theory. Specifically, the quality factors that affect viewer satisfaction of Internet personal broadcasting are derived from the perspectives of extrinsic (contents usefulness and media usability), intrinsic (emotional/cognitive/behavioral enjoyment and creator characteristics), and social motivation (visibility, subjective norm, image, sociality). The data of 200 respondents was used to analyze the relative impact of satisfaction and dissatisfaction with the Kano model, which assumes that viewer satisfaction at both functional and emotional levels varies over quality attributes. In the empirical analysis, the quality factors were classified into attractive, one-dimensional, must-be, and indifferent quality. In addition, it was found that the customer satisfaction coefficient was high in the order of uniqueness, differentiation, and visibility. On the other hand, as a result of applying the dissatisfaction coefficient, it was identified in the order of donation, content reliability, and creator responsiveness.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2020S1A5A2A01041764).

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