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초록

This study is to analyze the difference of satisfaction according to the usage motivation of Live video streaming and characteristics of the adopter(early adopters, late adopters). For this purpose, we conducted a survey of 283 people in the age of 10~30 using AfreecaTV. As a result of the study, users spending daily hours on watching Afreeca TV showed a positive effect on the usage motivation. It shows only one difference in education level between the demographic characteristics, based on the adopter characteristics. Also the differences in the satisfaction factors were found to be habits, communication, entertainment accessibility in the early adopters and accessibility, credibility, habits, accessibility were significant influences on the late adopters.

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