웹툰 원작 드라마의 시청동기가 OSMU 관련 행동의도에 미치는 영향 연구

초록

This study investigated the relationships between interaction, entertainment, tension relief, and preference seeking as viewing motivations for webtoon-based dramas, drama satisfaction, and OSMU-related behavioral intentions such as the intention to use webtoons and the intention to purchase character merchandise. Confirmatory factor analysis and reliability analysis were conducted to statistically evaluate the proposed research hypotheses. Additionally, structural equation modeling was used to examine the causal relationships between the constructs. The results indicated that the factors of interaction, entertainment, tension relief, and preference seeking, as perceived by the MZ generation, have a positive influence on drama satisfaction. Furthermore, satisfaction with webtoon-based dramas, as perceived by the MZ generation, was found to have a positive influence on the intention to use the original webtoon and the intention to purchase character merchandise. Regarding the relationships among OSMU-related behavioral intention factors, the intention to use the original webtoon was found to influence the intention to purchase character merchandise. Based on these research findings, this study aimed to explain the process by which viewing intention for webtoon-based dramas expands into subsequent consumption within the webtoon IP ecosystem, and to present the academic and practical foundational data necessary for entities planning, producing, and distributing webtoon-based dramas to establish OSMU strategies that reflect user motivations and desires.

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