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Explicating Motivations & Attitudes Affecting the Persistent Intention to Adopt Binge-Watching
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수용자의 몰아보기 이용동기와 지속적 이용의도에 영향을 미치는 영향 요인에 대한 연구

논문 기본 정보

Type
Academic journal
Author
Sun Sang Han (중앙대학교) Hongsik Yu (중앙대학교) Dong-Hee Shin (중앙대학교)
Journal
The Korea Contents Society JOURNAL OF THE KOREA CONTENTS ASSOCIATION Vol.17 No.2 KCI Accredited Journals
Published
2017.2
Pages
521 - 534 (14page)

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Explicating Motivations & Attitudes Affecting the Persistent Intention to Adopt Binge-Watching
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Abstract· Keywords

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In 2013 the Netflix, an OTT in USA, launched all at once 13 episodes of the House of Cards season. Binge-watching is the word which means watching continuously 2~6 episodes of a TV program with one sitting, the new normal of TV watching behavior, cultural and social currents all over the world. This study has analyzed the factors and motivations which affect to the persistent intention to use binge-watching. It conducted an online survey from 333 Quota sample from Korean age groups between 20th~60th with 81 questionnaires. The 5 groups were induced as motivation factors to binge-watching. The 3 groups which consisted of 〈the topic evoking factors group〉, 〈the difficulty factors group who have bottlenecks for watching the programs which are airing at fixed time programmed by the network broadcasters〉, 〈the functionality factors group of binge-watching〉 are affecting as positive to intention to use binge-watching. But the other 2 groups which are 〈the relative beneficial & entertaining factors group〉 and 〈the economic factors group〉 doing as negative. The survey has shown that the persistent intention to binge-watching is affected by ages more younger, whom doing binge watching more frequently, whom estimating more higher to the conceived usefulness to use. As a theoretical model, expanded technology acceptance model was adopted and US drama House of Cards. This study could promote the next generation contents planning and S-VOD service industry.
#폭식시청 #몰아보기 #시청행태 #기술수용모델 #하우스오브카드 #Binge Watching #Viewing Behavior #Conceived Ease to Use #TAM #House of Cards

Contents

요약
Abstract
I. 서론
II. 문헌조사 및 주요개념
III. 연구방법
IV. 분석결과
V. 결론
참고문헌

References (32)

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[기타자료] - The Guardian / 2014 / How to watch TV like a world leader Does the Queen watch Game of Thrones? No. But Cameron bases policy on crime dramas and Biden likes Honey Boo Boo google schola [인터넷자원] - / / http://www.homemediamagazine.com/digital -evolution/report-streaming-vod-impacting-fut ure-tv-32124 google schola [인터넷자원] - / / http://www.nj.com/entertainment/index.ssf/2014/05/beau_willimon_house_of_cards_binge_watching.html google schola [인터넷자원] - / / http://phx.corporate-ir.net/phoenix.zhtml?c=87823&p=irol-newsArticle&ID=1935112&highlight= google schola [인터넷자원] - / / http://www.newsweek.com/2013/05/15/whyyoure-addicted-tv-237340.html google schola

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UCI(KEPA) : I410-ECN-0101-2017-310-002315404