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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 산경연구논집 산경연구논집 제10권 제1호
발행연도
2019.1
수록면
59 - 67 (9page)

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Purpose - The Millennial Generation, which grew in the wake of the spread of the Internet and rapid changes in the media environment, is rapidly moving from the traditional broadcasting environment to the Internet-broadcasting environment in terms of content acceptance. With the emergence of UGC (User-generated content), the change in the status of single-person content creators enables the growth of multi-channel networks (MCN), a new content-distribution platform and an agency concept for single creators. Youtube-based MCN produces multiple single star producers and casts and provides its own video series through Youtube. It is also emerging as a major M&A target for global media providers in terms of providing content to a wide range of consumers with the same interests and consumption characteristics. In addition, for the Millennials generation, which are part of their lives, MCN is becoming the most suitable media for TGIF (Twitter, Google, i-phone, Facebook). Accordingly, this study defines newly emerging MCNs and analyzes the factors for accepting MCN-produced content based on the push-pull-mooring (PPM) model. Research design, data, and methodology - An empirical analysis is performed through a questionnaire survey. For this purpose, 204 people who have experience of watching MCN were studied. Collected data is processed through analysis of a structural equation model using R to test the hypothesis. Results - For the MCN service to become an alternative to existing media, it is necessary to continuously promote cultural diversity and diversity of attempts that conventional media cannot provide. It is the attractiveness of the alternative that has the greatest influence on the intention to switch to a MCN service. When we look at MCN content so far, certain patterns such as game progress, introduction, food, and chat rooms have already appeared. We need to overcome this and develop a completely new conceptual content that we have never seen before. This requires a more generous viewer perception of the topics covered. For diversity, linguistic and verbal violence should be tolerant in common sense to provide a foundation for securing cultural diversity. Conclusions - In this study, we tried to develop a comprehensive approach to the substitution effect of MCN. In terms of academic achievement, the PPM model is used to enhance the utilization of media and broadcasting. Practical implications are to provide an analytical framework for verifying alternative or complementary effects when viewers switch to MCN.

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참고문헌 (41)

참고문헌 신청
Anderson, J. C. / 1990 / A model of distributor firm and manufacturer firm working partnerships / Journal of Marketing 54(1):42~58 google schola Ayeh, J. K. / 2015 / Travellers’ acceptance of consumergenerated media : An integrated model of technology acceptance and source credibility theories / Computers in Human Behavior 48:173~180 google schola Bansal, H. S. / 2002 / Investigating interactive effects in the theory of planned behavior in a service‐provider switching context / Psychology & Marketing 19(5):407~425 google schola Bansal, H. S. / 2005 / "Migrating"to new service providers : Toward a unifying framework of consumers’ switching behaviors / Journal of the Academy of Marketing Science 33(1):96~115 google schola Bolton, R. N. / 2000 / Implications of loyalty program membership and service experiences for customer retention and value / Journal of the academy of marketing science 28(1):95~108 google schola

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