Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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An Empirical Study of Personalized Thumbnail Curation of Netflix

개인화된 썸네일 큐레이션 사용성 평가 -넷플릭스 사례를 통한 UX study-

  • Park, Siwon (College of Art & Technology, Chung-Ang University) ;
  • Park, Jisu (College of Art & Technology, Chung-Ang University) ;
  • Kang, Jisu (Graduate School of Advanced Imageing Science, Multimedia and Film, Chung-Ang University) ;
  • Rhee, Boa (College of Art & Technology, Chung-Ang University)
  • 박시원 (중앙대학교 예술공학대학) ;
  • 박지수 (중앙대학교 예술공학대학) ;
  • 강지수 (중앙대학교 첨단영상대학원 예술공학전공) ;
  • 이보아 (중앙대학교 예술공학대학)
  • Received : 2021.07.19
  • Accepted : 2021.10.20
  • Published : 2021.10.28
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Abstract

This study empirically analyzed the users' experiences with the Netflix thumbnail curation based on the Technology Acceptance Model(TAM). According to the correlation analysis results, the higher the dependence on the thumbnails, the higher the satisfaction with the thumbnail curation. Both Perceived Informational Usefulness(PIU) and Perceived Ease of Use(PEOU) had correlations with the degree of satisfaction with the thumbnail curation. In particular, the factors of relevance in PEOU had the greatest impact on the degree of satisfaction and this result proved that the suitability factors of the thumbnails had significant correlations with the degree of satisfaction. The degree of satisfaction with the thumbnail curation also positively correlated with Netflix's overall degree of satisfaction and behavioral intention to use the Netflix. This study demonstrated the suitability of the TAM as a UX evaluation tool for the Netflix thumbnail curation.

본 연구는 기술수용모델을 기반으로 넷플릭스 썸네일 큐레이션에 대한 사용자 경험에 대해 실증적으로 접근했다. 상관관계 분석 결과를 살펴보면, 썸네일에 대한 의존도가 높을수록 썸네일 큐레이션에 대한 만족도가 높았고, 썸네일 정보 유용성과 썸네일 이용 용이성은 썸네일 큐레이션 만족도에 유의미한 영향을 미쳤다. 특히 썸네일 이용 용이성의 경우, 세부 변인 가운데 썸네일 적합성에 대한 영향력이 가장 높게 제시되었으며, 이 변인은 썸네일 큐레이션 만족도에 유의미한 영향을 미친다는 사실도 입증되었다. 또한 넷플릭스 썸네일 큐레이션의 만족도는 넷플릭스 전체 만족도와 행동적 이용 의사에 긍정적 영향을 미쳤으며, 본 연구를 통해 넷플릭스 썸네일 큐레이션 사용성 평가도구로써 기술수용모델의 적합성이 입증되었다.

Keywords

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