지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학위논문
- 저자정보
- 지도교수
- 이상원
- 발행연도
- 2017
- 저작권
- 성균관대학교 논문은 저작권에 의해 보호받습니다.
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초록· 키워드
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This study aims to investigate impact of gamified elements applied in social media that contribute to activation of two-sided structure between producers and consumers in social media. Social media has transformed into a media platform where users share not only simple text and profiles but also multimedia contents. In this situation, we look into such functional transformation of social media and propose a theoretical model for inducing more participation from users and an increase of whole users’ benefit. Establishing the model, we consider uses and gratifications theory, two-sided market and gamification. We intend to prove effects of game mechanisms to gratifying motives of users and the improvement of whole users’ benefit. We collected randomly extracted 646 posts from Instagram and weekly-accumulated data from those. The more hashtags attached in a certain post, the more utilities of producers and audiences in social media increased. Moreover, a growth of producers’ utilities causes an increase of new followers of the post’s producer and a growth of audiences’ utilities causes an increase of new posts of the post’s producer.
목차
Ⅰ. Introduction …………………………………………………………………………………01Ⅱ. Background ………………………………………………………………………………051. Uses and Gratifications Theory …………………………………………………………062. Two-Sided Market and Network Externalities ……………………………………………083. Intrinsic Motivation and Gamification ……………………………………………………11Ⅲ. Hypotheses and Research Model ………………………………………………………131. Causal Relation between Game Mechanisms and Activation of Two-Sided Structure in Social Media …………………………………………………………………………………152. Causal Relation between Activation of Two-Sided Structure and Increase of Whole Benefits of Users in Social Media …………………………………………………………17Ⅳ. Research Method …………………………………………………………………………191. Instagram …………………………………………………………………………………19A. Game Mechanisms in Instagram: Hashtags and Top Posts System ……………………20B. Two-Sided Structure in Instagram: Network Externalities between Producers and Audiences of Contents ……………………………………………………………………212. Data Collection ……………………………………………………………………………223. Data Analysis ……………………………………………………………………………26A. Simple Linear Regression ……………………………………………………………26B. Kruskal-Wallis Test ……………………………………………………………………27Ⅴ. Results ………………………………………………………………………………………281. Effects of Applying Game Mechanisms on Two-Sided Structure in Social Media ………292. Effects of Activating Two-Sided Structure on Whole Benefits of Users in Social Media ..32Ⅵ. Discussion …………………………………………………………………………………361. Theoretical Findings ………………………………………………………………………37A. Significance of Two-Sided Structure in Social Media …………………………………37B. Impact of Gamification …………………………………………………………………392. Commercial Suggestion …………………………………………………………………40Ⅶ. Conclusion ………………………………………………………………………………42References ……………………………………………………………………………………45Appendix ………………………………………………………………………………………50
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