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감각추구성향과 미디어 인게이지먼트가 1인 미디어 이용 만족도에 미치는 영향
The Effect of Sensation Seeking and Media Engagement on Satisfaction with Personal Media Use 원문보기

한국융합학회논문지 = Journal of the Korea Convergence Society, v.12 no.8, 2021년, pp.157 - 169  

백승용 (홍익대학교 광고홍보학) ,  윤칠상 (홍익대학교) ,  성열홍 (홍익대학교 광고홍보대학원)

초록
AI-Helper 아이콘AI-Helper

본 연구는 1인 미디어 이용 만족도를 개인의 심리특성 즉, 감각추구성향과 미디어 인게이지먼트 매개효과를 토대로 규명하고자 하였다. 연구가설을 검증한 결과는 다음과 같다. 먼저 감각추구성향 특성이 1인 미디어의 이용 만족도에 '스릴과 모험추구' 요인과 '경험추구' 요인이 유의미한 영향을 미치는 것으로 나타났다. 감각추구성향 특성이 미디어 인게이지먼트에는 '탈(脫)억제' 요인이 긍정적인 영향을 미치는 것으로 나타났고, 미디어 인게이지먼트가 1인 미디어 이용 만족도에는 긍정적으로 유의미한 영향을 미치는 것으로 나타났다. 끝으로 감각추구성향 특성이 미디어 인게이지먼트를 매개로 하여 1인 미디어 이용 만족도에 미치는 영향을 살펴보면 '스릴과 모험추구' 요인과 '경험추구' 요인 그리고 '탈(脫)억제' 요인이 통계적으로 유의미한 영향을 미치는 것으로 나타났다. 본 연구가 1인 미디어 제작 방향과 마케팅 전략을 수립하는 데 유용한 기초자료가 되기를 기대한다.

Abstract AI-Helper 아이콘AI-Helper

The purpose of this study was to investigate the satisfaction of personal media use based on individual psychological characteristics, that is, sensory propensity and media engagement effect. The results of verifying the research hypothesis are as follows. First, it was found that the 'Thrill and Ad...

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표/그림 (11)

참고문헌 (49)

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