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NTIS 바로가기韓國컴퓨터情報學會論文誌 = Journal of the Korea Society of Computer and Information, v.25 no.6, 2020년, pp.131 - 141
Kong, Min-Young (Graduate School of Business IT, Kookmin University) , Ahn, Hyunchul (Graduate School of Business IT, Kookmin University)
In this paper, we propose a model that explains how the quality of YouTube clip and the credibility in YouTuber affect the usefulness of information and attitude of adapting information, based on 'Information Adoption Model' proposed by Sussman and Siegal. Additionally, we investigate the moderating...
핵심어 | 질문 | 논문에서 추출한 답변 |
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동영상 공유 플랫폼인 유튜브를 통해 발생하는 트래픽은 어느정도인가요? | 동영상 공유 플랫폼으로서 유튜브(YouTube)의 가파른 성장이 계속되고 있다. Joins.com의 보도에 따르면 유튜브에는 1분마다 400시간이 넘는 분량의 새로운 동영상이 업로드 되고 한 달 동안 글로벌 유튜브 이용자 수는 19억 명에 달하며 세계인들은 매일 10억 시간을 유튜브 영상 시청에 쓰고 있다[1]. 또한 시장조사업체 와이즈앱의 조사에 의하면 유튜브 이용 시간은 2016년에는 네이버 앱을, 2017년에는 카카오톡 앱을 추월하여 한국인이 가장 많이 쓰는 앱으로 부상했다[2]. | |
유튜브 이용 시간은 우리나라의 다른 앱과 비교했을 때 어떠한가요? | com의 보도에 따르면 유튜브에는 1분마다 400시간이 넘는 분량의 새로운 동영상이 업로드 되고 한 달 동안 글로벌 유튜브 이용자 수는 19억 명에 달하며 세계인들은 매일 10억 시간을 유튜브 영상 시청에 쓰고 있다[1]. 또한 시장조사업체 와이즈앱의 조사에 의하면 유튜브 이용 시간은 2016년에는 네이버 앱을, 2017년에는 카카오톡 앱을 추월하여 한국인이 가장 많이 쓰는 앱으로 부상했다[2]. 최근 유튜브는 재미를 추구하기 위한 수단이라는 기존의 인식과는 달리 정보 검색을 위한 도구로서의 사용이 급증하고 있어 조만간 국내 검색 포털 1위인 네이버를 추월할 것이라는 전망도 나오고 있다[3]. | |
소비자 행동에 대한 가장 전형적이고 설득력 있는 모델과 이론에는 어떤 것들이 있나요? | 소비자 행동에 대한 가장 전형적이고 설득력 있는 모델과 이론에는 Fishbein & Ajzen[12]이 제안한 합리적 행동이론 (Theory of Reasoned Action, 이하 TRA), Davis[13]의 기술수용모델(Technology Acceptance Model, 이하 TAM), Ajzen[14]이 제안한 계획된 행동이론(Theory of Planned Behavior, 이하 TPB), Sussman & Siegal[7]의 정보수용모델(IAM) 등이 있다[12]. 온라인 정보를 수용하는 방법에 관한 문제는 소비자 행동과 연관된 연구 분야에서 매우 중요한 주제 중 하나로 부상하였고, 그 프로세스를 이해하는데 있어 정보수용모델에 기초한 연구는 새롭고 가치 있으며 실용적이다[15]. |
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