• The Journal of the Korea Contents Association
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• v.16 no.10
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• pp.645-655
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• 2016

The purpose of this study is to search shot clip' using variables influencing on the VOD purchase intention and watching intention of real-time broadcasting. This research focused on usage motivation, usage experience such as use time, time of utilization, genre, utilization pattern. Controlling demographic factors, results show that personal relation, benefit against whole broadcast, education genre, watching video, video sharing and recommendation were statistically influential to VOD purchase intention. And, results show that flexibility of use, drama/movie genre, read and write comments were statistically influential to watching intention of real-time broadcasting.

• The Journal of the Korea Contents Association
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• v.17 no.6
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• pp.250-260
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• 2017

This study analyzed the impacts of programming characteristics perceived by the consumers of entertainment programs on general programming channels on watching intention and the data of a survey with 360 adult viewers in the capital area. Research questions were verified as follows: First, as a result of multiple regression to analyze the impacts of the factors of programming characteristics perceived by the consumers on their watching intention, setting personal characteristics as a control variable, programming characteristics as an independent variable and watching intention as a dependent variable, the regression model was significant. Thus, the more positive the perceived factors of programming characteristics, the more significant their watching intention improved. Second, the factors of programming characteristics significantly affecting watching intention had greater positive(+) impacts in the following order: Adjacency > substantiality > weight of genre > social evidence > relative advantage > ease of access.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.195-211
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• 2019

Recently, as the personal broadcasting industry has grown rapidly, interest in personal braodcasting platform companies, creators, and contents is increasing. In addition to the quantitative growth of the private broadcasting industry, related research is also increasing, but there is a lack of research on the viewer side. In this study, we applied the Hedonic-Motivation System Adoption Model (HMSAM) to derive the viewing motivation factors from the intrinsic aspects of personal broadcasting users. Also, we analyzed the difference of viewing motivation factors by classifying the types of personal broadcasting contents. As a result of the analysis, extrinsic and intrinsic factors of the users except "control" has a significant influence on the viewing intention and immersion. Also, it was verified that the influences on the viewer's immersion were different according to the content type. Finally, various theoretical and practical implications are presented through the results of this study.

• Journal of Korea Game Society
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• v.21 no.3
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• pp.39-52
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• 2021

This purpose of study is to investigate the influence of e-sports(electronic sports) broadcasting contents and communication factors on game broadcasting viewing intention, focusing on the immersion parameter. As a result of the analysis, it was found that 'creativity' among content elements such as 'entertainment', 'creativity' and 'informationality' has a great influence on immersion. Among the communicator factors, 'communication', 'professionality', and 'uniqueness' were found to have a positive effect on immersion. In addition, the sense of immersion had a great influence on the intention to watch the broadcast.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.121-134
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• 2021

As interest in stock markets is growing recently in Korea, more investors in their twenties are using the information provided by personal broadcasting channels on YouTube. This study explores how watching the stock market channels on YouTube influences watching behaviors and investment intentions. A structural equation modeling analysis of survey data from 219 adults in the twenties revealed that the perceived credibility of and para-social interaction with the YouTube influencers affected continued viewing intentions. The findings also showed that the effect of identification with the influencers on viewing satisfaction was more prominent when identification mediated the effect of para-social interaction on viewing satisfaction. Theoretical and practical implications were discussed.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2016.11a
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• pp.134-136
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• 2016

최근 TV시청은 다양한 매체를 통해서 이루어지고 있으며, 특히 스마트폰을 통한 시청률이 늘고 있는 상황이다. 광고시장에서도 TV시청 중에 스마트기기를 함께 이용하는 멀티태스킹 사용자가 급증하고 있으며 특히 10~30대의 사용이 적극적이다. TV시청 중 스마트 기기의 사용분야는 메신저, 정보검색, SNS 순이며 스마트 기기사용 내용 중 69%는 시청하던 TV 시청과 관련된 것이었다. 이 중에 75%는 TV에 등장한 제품, 브랜드, 장소에 관한 것이다[1]. TV를 시청하는 상황에 스마트기기의 소셜 활동의 문자를 분석하는 것은 사용자 의도를 파악할 수 있는 의미가 있으며, 시청자의 현재 위치를 파악함으로써 시청자의 의도에 반영되는 상황을 파악할 수 있다. T-Commerce 구매 의도는 사용자의 현재 상황에 대한 순간 의도를 파악하는것이 중요하며, 이와 같은 구매의도를 파악하기 위해서 본 연구에서는 GPS와, Wi-Fi 기반 Fingerprinting 측위기법을 사용하여 특별한 도구나 장비의 설치 없이 현재위치와 멀티태스킹 데이터를 분석하여 구매의도를 파악한다. T-Commerce 소비환경 패턴이 바뀜에 따라, 다양한 소비 환경 데이터 분석은 효율적인 광고 제공과 만족도를 높일 것으로 기대된다.

• Knowledge Management Research
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• v.23 no.3
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• pp.285-311
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• 2022

In this study, based on the S-O-R framework, how individual's stimuli (i.e., video characteristics, YouTuber characteristics, real-time broadcasting characteristics of YouTube channel) form organisms (i.e., perceived usefulness, perceived pleasure, social presence), leading to viewers' responses (i.e., continuous watching intention, paid sponsorship intention) on real-time YouTube channels. For this purpose, a research model and hypotheses were constructed, and 369 questionnaire data collected from users of real-time broadcasting channel services on the YouTube platform were analyzed. Result findings confirmed that some video/YouTuber/real-time broadcasting characteristics significantly affect viewers' perceived usefulness/perceived pleasure/social presence, and further influence continuous watching/paid sponsorship intentions. Theoretical and practical implications of the findings are discussed in conclusion.

• Journal of Digital Convergence
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• v.15 no.3
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• pp.319-333
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• 2017

This study is aimed at investigating the factors that influence the profits of Internet personal broadcasting to improve unstable benefit structure. 50 viewers of game broadcasting that includes most of internet personal broadcasting's personalities are surveyed, who are watching the broadcasting everyday more than an hour and backing to a broadcast conductor. For investigating Benefit Structure Analysis of Internet Personal Broadcasting, independent variables are composed of Social viewing experience, Parasocial relationship, and Information seeking motive and mediator is composed of viewing satisfaction that influences dependent variable, purchase intention. As a result the study founds that only two independent variables(Parasocial relationship, Information seeking motive) affect to mediator and viewing satisfaction affected to dependent variable.

• Management & Information Systems Review
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• v.31 no.4
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• pp.217-236
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• 2012

This study attempts to suggest a model on the factors of the experiential intent. We propose a model that includes (1) the entertainment, aesthetic, empathy, information as exogenous constructs, (2) utilitarian value and hedonic value, as mediating constructs (3) experiential intent, as endogenous construct. To test the model, we analyze the data using the LISREL structural modeling. The results of our analyses suggest, as expected, that program traits -entertainment, aesthetic, empathy, information- influence utilitarian value and hedonic value, in turn, utilitarian value and hedonic value influence the experiential intent. We conclude with a discussion of managerial implications, including the potential to advance understanding the factors of experiential intent on broadcast program.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.30-46
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• 2020

New media is rapidly changing with the recent development of the technology of transmitting, producing, editing, and sharing video information. This study investigates the effects of one person media broadcasting use motivation and social viewing on consumer attitudes toward brand, brand engagement, and purchase intention. It was fond that motives such as differentiation, social interaction with other viewers, mutual interaction with BJ, information-seeking, and new fun-seeking positively affected brand attitudes. Also, the same motives except fun-seeking positively affected brand engagement. Only mutual interaction with BJ and information-seeking were found to be positively related to purchase intention. Meanwhile, para-social relationships, social presence, and subjective norm positively influenced on brand attitudes and purchase intention each. Also, para-social relationships and social presence were positively related to brand engagement. Theoretical and practical implications, and suggestions for future studies are discussed in detail.