동영상의 사회적 시청 동기와 만족도 및 지속의도에서 커뮤니케이션 행위의 조절효과 분석
Social Viewing Motivations, Satisfaction, and Continuous Use Intention: Moderating Effects of Communication Behavior
- 주제(키워드) Social Viewing , Motivation , User Satisfaction , Continuous Use Intention
- 주제(기타) 전자/정보통신공학
- 설명문(URI) https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002638563
- 관리정보기술 faculty
- 등재 KCI등재
- 발행기관 한국멀티미디어학회
- 발행년도 2020
- URI http://www.dcollection.net/handler/ewha/000000180050
- 본문언어 한국어
초록/요약
Social viewing has become an increasingly common viewing pattern by combining SNS use with video-watching. Accordingly, social viewing has attracted much scholarly attention, but a more comprehensive understanding of the process and effects of social viewing is warranted. For this, this study incorporated social viewing motivations, viewer satisfaction, and the continuous use intention, taking the viewer’s communicative behavior into account as a possible moderator. This study conducted an online survey (N=334). Among four motivations, enjoyment, sharing and expression were significant predictors of program and communication satisfaction. Information, however, was only associated with program satisfaction but not with communication satisfaction. The moderating effects of three communication behaviors, production, sharing, and reception, were discussed in the relationship between user motivations and viewing satisfaction and continuous use intention. Production behaviors played a significant moderating role in between enjoyment, information, sharing, and communication satisfaction. Sharing moderatied information, sharing, and program satisfaction, whereas reception was not a significant moderator
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