수용자의 몰아보기 이용동기와 지속적 이용의도에 영향을 미치는 영향 요인에 대한 연구

초록

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.

키워드