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A Study of User Behavior Pattern of UCC(User Created Contents) in the Light of Expectancy-Value Theory
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기대가치 이론 관점의 UCC 이용행태 연구

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Type
Academic journal
Author
Journal
Korean Society For Journalism And Communication Studies Korean Journal of Journalism & Communication Studies Vol.52 No.5 KCI Excellent Accredited Journal
Published
2008.10
Pages
227 - 254 (29page)

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A Study of User Behavior Pattern of UCC(User Created Contents) in the Light of Expectancy-Value Theory
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UCC as a internet communication has generated various social phenomenon since its mass difussion. The purpose of this paper is to explain systemically and theoretically the behavior pattern of user of UCC as a communication media in expectancy-value theory. This paper examines two sides of user pattern in both producing and watching UCC for the clear explanation in Fishbein & Ajzen' expectancy-value model.
The result may be summarized as follows. In terms of Fishbein & Ajzen model, all routes of study model in using and producing UCC are significant statistically. In the light of integration model, expectancy-value of using UCC has a positive impact on attitude of using UCC and gratification sought and then the attitude has a positive impact on intention of using UCC. This intention generates the user behavior of UCC but gratification sought has a negative relation with user behavior of UCC. This user behavior of UCC is linked to gratification obtained and this has a positive impact on expectancy-value. Therefore this intention generates the user behavior of UCC. The route to the subjective norm, intention of behavior, behavior from the normative belief is significant statistically. And viewed in light of integration model, expectancy-value of producing UCC has a positive impact on attitude of producing UCC and gratification sought and then the attitude has a positive impact on intention of producing UCC. Intention of producing UCC generates the behavior of producing UCC, but gratirication sought of producing UCC has no impact on behavior of producing UCC. And behavior of producing UCC has no impact on gratification obtained, but gratification obtained has a positive impact on expectancy-value. The route to the subjective norm, intention of behavior, behavior from the normative belief is significant statistically.
This study suggests the possibility of theorization of behavior of using UCC through exarnination of structure of user behavior by means of expectancy-value model and shows structural characteristics of watching and producing UCC by means of Fishbein & Ajzen' model and Palmgreen & Rayburn' model.
#UCC #기대가치 #추구된 충족 #획득된 충족 #UCC #expectancy-value #gratirication sought #gratification obtained

Contents

1. 연구배경 및 연구목적
2. UCC 참여행위와 기대가치 이론
3. 연구문제 및 연구방법
4. 연구결과
5. 결론 및 함의
참고문헌

References (49)

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1. [단행본] - 김계수 / 2002 / AMOS 구조방정식 모형분석 / SPSS 아카데미 google schola 2. [학술대회논문] - 김사승 / 2007 / 저널리즘 UCC의 기능과 전망 / 한국방송학회 2007년 UCC와 새로운 미디어 문화 세미나 발제문 google schola 3. [학술대회논문] - 김선진 / 2007 / 국내 동영상 UCC 시장 변화와 시사점 / 2007 한국언론학회 모색과 도전 세미나 발제문 google schola 4. [학술지(정기간행물)] - 김유정 / 2005 / 사이버 커뮤니티 참여와 이용에 대한 이용과 충족 연구 / 한국언론학보 49 (3) : 291 ~ 317 dbpia 5. [학술대회논문] - 김유정 / 2007 / UCC 확장에 따른 사회적 책무의 필요 / 한국방송학회 2007년 UCC와 새로운 미디어 문화 세미나 발제문 google schola

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