$\require{mediawiki-texvc}$

연합인증

연합인증 가입 기관의 연구자들은 소속기관의 인증정보(ID와 암호)를 이용해 다른 대학, 연구기관, 서비스 공급자의 다양한 온라인 자원과 연구 데이터를 이용할 수 있습니다.

이는 여행자가 자국에서 발행 받은 여권으로 세계 각국을 자유롭게 여행할 수 있는 것과 같습니다.

연합인증으로 이용이 가능한 서비스는 NTIS, DataON, Edison, Kafe, Webinar 등이 있습니다.

한번의 인증절차만으로 연합인증 가입 서비스에 추가 로그인 없이 이용이 가능합니다.

다만, 연합인증을 위해서는 최초 1회만 인증 절차가 필요합니다. (회원이 아닐 경우 회원 가입이 필요합니다.)

연합인증 절차는 다음과 같습니다.

최초이용시에는
ScienceON에 로그인 → 연합인증 서비스 접속 → 로그인 (본인 확인 또는 회원가입) → 서비스 이용

그 이후에는
ScienceON 로그인 → 연합인증 서비스 접속 → 서비스 이용

연합인증을 활용하시면 KISTI가 제공하는 다양한 서비스를 편리하게 이용하실 수 있습니다.

넷플릭스 이용자의 이용 의도와 몰입에 이르는 영향요인 연구
A Study on the Influencing Factors from Use Intention &Flow of Netflix Users 원문보기

한국산업정보학회논문지 = Journal of the Korea Industrial Information Systems Research, v.27 no.4, 2022년, pp.47 - 64  

이정정 (경성대학교 미디어영상디자인학과) ,  배승주 (경성대학교 미디어콘텐츠학과) ,  이상호 (경성대학교 미디어콘텐츠학과)

초록
AI-Helper 아이콘AI-Helper

본 연구는 OTT 서비스 플랫폼 넷플릭스 이용자를 대상으로 개인 혁신성, 인지된 용이성인지된 유용성이 이용 의도에 끼치는 영향과 그에 따라 최종적으로 몰입과 중독에 이르는 영향요인을 확인하고자 하였다. 연구결과에 따르면 개인 혁신성은 적합성, 단순성과 인지된 유용성에 정적인 영향을 미치며, 단순성과 인지된 유용성은 이용 의도에 정적인 영향을 미치며, 적합성과 이용의도는 몰입에 정적인 영향을 미치며, 몰입은 중독에 정적인 영향을 미치는 것으로 나타났다. 본 연구는 넷플릭스의 새로운 구독료 표준을 바탕으로 이용자 이용 의도에 대한 이해도를 높이고 OTT 서비스 이용자의 몰입과 중독에 대한 기초 연구와 OTT 콘텐츠 제공업체의 발전전략에 활용될 수 있는 기초 자료를 제공할 수 있다는 점에서 의미가 있다.

Abstract AI-Helper 아이콘AI-Helper

This study attempted to identify the effect of personal innovation, perceived ease of use and perceived usefulness on the intention to use for users of OTT service platform Netflix, and finally affects flow and addiction. According to the research results, personal innovation has a positive impact o...

주제어

표/그림 (6)

참고문헌 (60)

  1. Bae, S. H. and Jeong, C. K. (2013). A Study on the Influence Factors in Using Army Logistics Information System, J ournal of Information Technology and Architecture, 10(2), 181-195. 

  2. Cho, M. H. and Jun, J. K. (2020). The Impact of New Product Design Simplicity on Consumer Response, Journal of Consumption Culture, 23(3), 69-86. 

  3. Choi, M. S. (2011). An Empirical Study on the Factors of Smart Phone Acceptance-Based on the Personal Innovativeness, Social Influence and User Interface, Journal Korea Society of Visual Design Forum, 0(33), 189-200. 

  4. Choi, J. H. and Lee, H. J. (2012). Facets of Simplicity for the Smartphone Interface: A Structural Model. International Journal of Human-Computer Studies, (7), 129-142. 

  5. Choi, J. W., Kim, C. R., Kim, B. S. and Kim, S. (2014). The Influence of Mobile Marketing Features upon Customers' Intention to Permit: Focused on KaKaoTalk Plus Friends Service, The Journal of Society for e-Business Studies, 19(2), 1-29. 

  6. Choi, J. A., Yoo, K. W. and Kwon, O. B. (2021). Impact of the Fit of Immersive Technology and Media Art Type on User Commitment and Revisit Intention, Journal of the Korea Contents Association, 21(5), 654-667. 

  7. Chung, Y. K. and Zhang, W. (2020). Effects of Service Characteristics of a Subscription-based OTT on User Satisfaction and Continuance Intention: Evaluation by Netflix Users, Journal of the Korea Contents Association, 20(12), 123-135. 

  8. Davis, F. D. (1989). Perceived usefulness, periceived ease of use, and user acceptance of Information technology.MIS Quarterly, 13(3), 319-340. 

  9. Deloitte Consulting. (2021). Netflix Korea's socioeconomic impact report. Seoul:Deloitte Consulting. 

  10. Fishbein, M. (1963). An Investigation of the Relationships between Beliefs about Object and the Attitude toward that Object. Human Relations, 15(1), 233-239. 

  11. Gebauer, J. and Ginsburg, M. (2006).Exploring the Black Box of Task-Technology Fit: The Case of Mobile Information Systems, Communications of the ACM, 52(1), 1-15. 

  12. Hirschman, E. C. (1980). Innovativeness, Novelty Seeking, and Consumer Creativity, J ournal of Consumer Research, 7(3), 283-295. 

  13. Han, J. H. and Moon, T. S. (2011). An Empirical Study on Influencing Factors of IPTV Service and Continuous Intention to Use, The Journal of Internet Electronic Commerce Resarch, 11(2), 51-73. 

  14. Han, Y. J. (2018). Topographic Map of the Domestic Broadcasting Industry Changed by Netflix: Crisis, Opportunity, and Countermeasures for Global Platforms, Broadcasting Culture, (414), 70-95. 

  15. Han, J., Bae, S. J., Kwon, M. W. and Lee, S. H. (2022). A Study on the Influencing Factors of Overuse of the Seniors 's Mobile Short Form Video, Journal of The Korea Convergence Society, 13(3), 178-184. 

  16. Hoffman, D. L. and Novak, T. P. (2009). Flow Online: Lessons Learned and Future Prospects. Journal of Interactive Marketing, 23(1), 23-34. 

  17. Joo, H. Min. and Lee, S. W. (2019). A Study of Factors Affecting Intention to Use Subscription VOD and Paid Advertising VOD, Information Society & Media, 20(3), 57-91. 

  18. Kwak, K. T., Cheon, Y. J., Oh, S. H., Choi, S. G., Lee, I. S. and Kim, J. W. (2012). Why people feel stressful in using mobile social network;from socio-technical perspective based on KAKAOTalk user survey data, Korean Management Review, 41(6), 1405-1434. 

  19. Kim, S. J. (2019). User Characteristics on Mobile OTT Service Adoption: Moderating Effect of Usage Frequency, J ournal of the Korean Operations Research and Management Science Society, 44(4), 59-80. 

  20. Kim, I. J., Son, T. Y. and Kim, C. H. (2020). Expansion of Korean Drama Service on OTT Platforms and the Changes in Strategy of Drama Production Companies : Focusing on Dynamic Capabilities View, Humanities Contents, (59), 155-194. 

  21. Kim, Y. S. L. and Lee, S. J. (2021). An Exploratory Study on the User Characteristics of OTT Service : Focusing on Sociodemographics and Innovativeness, Advertising Research, (128), 35-68. 

  22. Kim, Y. S. (2022). Only native OTT raises subscription fees for in-app payments... The competition with Netflix is falling behind, https://biz.chosun.com/it-science/ict/2022/03/27/YKB45GUOHRHSPP533V73M2XHYQ/?utm_sourcenaver&utm_mediumoriginal&utm_campaignbiz(Accessed on Mar. 27th, 2022) 

  23. Lavie, T. and Tractinsky, N. (2012). Facets of simplicity for the smartphone interface: A structural model, International Journal of Human-Computer Studies, (60), 269-298. 

  24. Lee, S. H. and Kim, D. T. (2006). The Effects of Ubiquitous Attributes of Mobile Contents on Consumer Acceptance, Korean Jouranl of Business Administration, 19(2), 651-678. 

  25. Lee, K. T. and Ha, G. R. (2009). A Study on the Effects of Antecedents on User's Intention to Use IPTV, J ournal of Marketing Studies, 17(4), 141-159. 

  26. Lee, S. H. and Ko, A. R. (2013). A Study on the Factors Influencing the Social Media Addiction with Special Reference to Perception and Flow of Facebook User. Korean Journal of Journalism & Communication Studies, 57(6), 176-210. 

  27. Lee, S. H. (2014), A Study on the Design, Quality and Emotional Acceptance of Stick-type Smart Media OTT Device, Korea Science & Art Forum, 18, 483-494. 

  28. Lee, H. S., Jin, H. Y. and Hwang, H. S. (2017). A Study on Factors Influencing User's Satis faction of OTT Service, Journal of Internet Computing and Services(J ICS), 18(6), 93-100. 

  29. Lee, Y. H. and Ryu, M. H. (2021). A Study on Chinese OTT Subscription Service Use Intentions: A Verification of the Moderating Effects of Task-Technology Fit, Journal of Consumption Culture, 24(3), 147-171. 

  30. Li, Q. and Kou, X. X. (2020). Research on the Willingness of Online Knowledge Payment Platform Users to Pay for Use, Master's Thesis, Graduate School of Tianjin University of Commerce, Tianjin, China. 

  31. Li, T. T., Bae, S. J. and Lee, S. H. (2022). A Study on the Factors Affecting Users' Willingness to Pay, Flow and Addiction for OTT Service: Focusing on China's OTT Service Platform iQIYI, Journal of The Korea Convergence Society, 13(1), 167-178. 

  32. Midgley, D. F. and Dowling, G. R. (1978). Innovativeness: The Concept and Its Measurement, Journal of Consumer Research, 4(4), 229-242. 

  33. Min, B. J., Ko, J. K. and Song, J. Y. (2020). Netflix's Competitive Strategy: Strategic Combination of Network Effects, Contents Reselling and Original Contents, Journal of Strategic Management, 23(2), 25-45. 

  34. Ngo, D. C. L., Teo, L. S. and Byrne, J. G. (2003). Modelling interface aesthetics, Information Sciences, 152, 25-46. 

  35. Noh, Y. (2016). A Study on the Effect of SNS Usage Motivations on Flow and Addiction: Focusing on Facebook Users. The e-Business Studies, 17(3), 301-320. 

  36. Noh, K. S. (2021).A study on Strategic Fitness of Digital Transformation and Competitive Strategy, J ournal of the Korea Convergence Society, 12(8), 257-265. 

  37. Oh, S. H. and Kim, S. H. (2006). A Study on the Extended Technology Acceptance Model and Primary Factors Affecting Usage of Internet Banking: Focusing on the Role of Trust and Compatibility, J ournal of Korean National Economy, 24(1), 175-205. 

  38. Park, Y. K., Yan, G. H. and Quan, C. H. (2010). The Research on Effect of IPTV's properties on Reception Satisfaction and Continuous Use, The Journal of Internet Electronic Commerce Resarch, 10(2), 191-205. 

  39. Park, N. H. and Choi, Y. M. (2019). The Simplicity Factor and Visual Effect of Clothing, J ournal of the Korean Society of Costume, 69(3), 15-32. 

  40. Park, S. C. (2020). In the Netflix Era, the Possibility of a Global Platform in Korea. Seoul: Korea Comunications Agency. 

  41. Park, H. B., Lee, H. S. and Han, D. S. (2020). The Effects of Perceived Service Attributes on Continuance Usage Intention of Netflix, Journal of Cybercommunication Academic Society, 37(1), 5-46. 

  42. Peck, J. and Childers, T. L. (2003). To Have and to Hold: The Influence of Haptic Information on Product Judgments, Journal of Marketing, 67(2), 35-48. 

  43. Qiang, Y. L., Bae, S. J., Kwon, M. W. and Lee, S. H. (2021). A Study on the Influencing Factors of Sustainable Use Intention & Addiction of Social Media WeChat, Journal of The Korea Convergence Society, 12(12), 245-255. 

  44. Rogers, E. M. (2002). Diffusion of innovations(4th Ed.)(pp. 11-13), Beijing, Central Compilation & Translation Press. 

  45. Shim, D. N. (2021). Factors affecting OTT service watching behavior in Korea, Innovation studies, 16(3), 221-245. 

  46. Shin, S. K. and Park, J. Y. (2020). A Study on the Factors Which Affect Satisfaction and Dissatisfaction of Global OTT Service: Focusing on Netflix, J ournal of Cybercommunication Academic Society, 37(3), 53-94. 

  47. Song, S. H. (2019). Changes and Trends of Media Industry Caused by Diffusion of OTT Service, Korean J ournal of Converging Humanities, 7(1), 63-78. 

  48. Sun, Z. Y. and Na, S. H. (2013). An Analysis of Purchase Behaviors of Department Store Users based on Types of Preference for Luxury Brands, Journal of Distribution Science, 11(10), 5-15. 

  49. Taylor, S. and Todd, P. A. (1995). Understanding Information Technology Usage: A Test of Competing Models, Information Systems Research, 6(2), 144-176. 

  50. Tornatzky, L. G. and Klein, K. J. (1982). Innovation Characteristics and Innovation Adoption Implementation: A Meta-Analysis of Findings. Transactions on Engineering Management, 29(1),28-45. 

  51. Venkatesh, V., Morris, Mi. G., Davis, G. B. and Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View, MIS Quarterly, 27(3), 425-478. 

  52. Wang, X. Q. and Qi, Z. P. (2017). Research on Personalized Recommendation Scheme and Strategy of Online Tourism, Ph. D. Thesis, Graduate School of Wuhan University, Wuhan, China. 

  53. Xie, L. F. and Jang, B. H. (2016). Factors Influencing Chinese Consumers' Willingness to Pay for Paid Online Video Services: Focusing on Decomposed Theory of Planned Behavior, Master's Thesis, Graduate School of Sunkyunkwan University, Seoul, Korea. 

  54. Yang, M. J. (2013). Investigating the Factors Affecting Smart Phone Users Intention to Pay for N-screen Services, Korean Journal of Broadcasting and Telecommunication Studies, 27(1), 131-166. 

  55. Yi, J. Y. and Chon, B. S. (2020). Determinants of user satisfaction and the intention to use OTT services, Korean Journal of Broadcasting and Telecommunication Studies, 34(4), 116-144. 

  56. Yun, S. U. (2009). A Study on the Acceptance Decision Factor of IPTV, Journal of Communication Science, 9(1), 162-197. 

  57. Young, K. S. (2004). Internet addiction: A new Clinical Phenomenon and its Consequences. American Behavioral Scientist, 48(4), 402-415. 

  58. Yoo, J. H. and Park, J. Y. (2018). A Study on the Factors Influencing Continuous Usage Intension based on OTT Service User, Journal of Broadcasting and Telecommunications Research, (4), 46-79. 

  59. Yoon, C. S., Kim, I. J. and Sung, Y. H. (2021). The Effect of Motivation to Use and Innovation of OTT Services on Content Addiction: Focusing on the Mediating Effect of Media Engagement, Journal of Cultural Product & Design, (65), 1-14. 

  60. Zhou, Y. M. and Lee, S. H. (2021). A Study on the Influencing Factors on Flow & Addiction of Tiktok Service Users, J ournal of the Korea Convergence Society, 12(3), 125-132. 

저자의 다른 논문 :

섹션별 컨텐츠 바로가기

AI-Helper ※ AI-Helper는 오픈소스 모델을 사용합니다.

AI-Helper 아이콘
AI-Helper
안녕하세요, AI-Helper입니다. 좌측 "선택된 텍스트"에서 텍스트를 선택하여 요약, 번역, 용어설명을 실행하세요.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.

선택된 텍스트

맨위로