새로운 영화창구로 진입한 인터넷 영화 사이트는 전통적 영화산업에서 나타나는 소수 배급업자에 의한 독점적 배급현상을 보완하고 차별화된 서비스를 제공하면서 극장-비디오-케이블TV-지상파TV로 한정되었던 기존의 영화유통 순서에 변화를 초래하였다. 본 연구는 영화채널로 급성장하고 있는 인터넷 영화 사이트에 주목하여, 인터넷 영화 사이트 이용자의 이용동기와 행위 및 이용동기에 따른 이용행위의 차이를 실증적으로 분석하였다.
인터넷 영화 사이트 이용자 100명을 대상으로 한 전자메일 설문조사 결과, 인터넷 영화 사이트 이용동기는‘영화시청행위의 다양성’, ‘영화시청행위의 편리성’,‘ 위안성’,‘ 정보오락성’의 네가지 동기요인으로 나타났고, 이 중 기능적 특성을 강조하는‘영화시청행위의 다양성’요인이 가장 주요한 역할로 분석되었다. <영화관람 서비스>이용행위는 각각의 동기요인에 따라 차이가 없었으나, <영화관람 이외의 서비스>이용행위는 정적 평균차이가 있는 것으로 나타났다. 특히‘영화시청행위의 다양성’동기요인을 가진 이용자들이 다른 이용자에 비해 적극적인 행위를 보이는 것으로 나타났다.
새로운 영화창구로 진입한 인터넷 영화 사이트는 전통적 영화산업에서 나타나는 소수 배급업자에 의한 독점적 배급현상을 보완하고 차별화된 서비스를 제공하면서 극장-비디오-케이블TV-지상파TV로 한정되었던 기존의 영화유통 순서에 변화를 초래하였다. 본 연구는 영화채널로 급성장하고 있는 인터넷 영화 사이트에 주목하여, 인터넷 영화 사이트 이용자의 이용동기와 행위 및 이용동기에 따른 이용행위의 차이를 실증적으로 분석하였다.
인터넷 영화 사이트 이용자 100명을 대상으로 한 전자메일 설문조사 결과, 인터넷 영화 사이트 이용동기는‘영화시청행위의 다양성’, ‘영화시청행위의 편리성’,‘ 위안성’,‘ 정보오락성’의 네가지 동기요인으로 나타났고, 이 중 기능적 특성을 강조하는‘영화시청행위의 다양성’요인이 가장 주요한 역할로 분석되었다. <영화관람 서비스>이용행위는 각각의 동기요인에 따라 차이가 없었으나, <영화관람 이외의 서비스>이용행위는 정적 평균차이가 있는 것으로 나타났다. 특히‘영화시청행위의 다양성’동기요인을 가진 이용자들이 다른 이용자에 비해 적극적인 행위를 보이는 것으로 나타났다.
As the internet movie site succeed as a new window of watching movies, the change has been occurred in the conventional order of distributing movies, which was limited to the theater-video-cable television-public television. There are reasons that the internet movie site supplements limits of the co...
As the internet movie site succeed as a new window of watching movies, the change has been occurred in the conventional order of distributing movies, which was limited to the theater-video-cable television-public television. There are reasons that the internet movie site supplements limits of the conventional oligopolistic distribution and provides the distinct characteristics which separate it from other media. In the effect of the internet movie site is becoming more important, this study empirically examines rapid growing factors of the internet movie site by the users aspect. Concretely this study tries to figure out contents motives and activities of internet movie site users, and the effect of the use motives for the use activities. Methodologically, the study based on the results of e-mail survey to paid subscriber of an internet movie site(N=100). The respondents for surveys were answered for two weeks and were asked to answer 18 questions of use movies and 20 questions of use activities in total with 5-point scales. The results showed that the use motive factors were ‘variety of watching movie action’, ‘convenience of watching movie action’, ‘comfort’, ‘information and recreation’. In order to study the effect of the motives for the use activities, and were analyzed and compared according to the motive factors. While there were no difference in the service of watching movies according to the motive factors, the evidence of difference was observed in the services other than watching movies. This reflects the fact that the internet movie site could not satisfy the individual desires of the users in case of the service of watching movies, hence more efforts is necessary to various types of movies. In the services other than watching movies, the ‘variety of watching movie action’motive was shown to cause the most active action. So it suggests that henceforth understanding the desire related to the ‘variety of watching movie action’motive and constructing the contents accordingly can be a strategy for the effective management of the internet movie site. Although there has been little studies done on how the internet movie users actually use the contents, this study tried to analyze the effect of the users observed through the competition with other movie media and hence to find the direction of the development for the internet movie site in future. Taking into consideration that it provided the realistic evaluation on the internet movie site, this study can be considered to give the practical value as a strategic study.
As the internet movie site succeed as a new window of watching movies, the change has been occurred in the conventional order of distributing movies, which was limited to the theater-video-cable television-public television. There are reasons that the internet movie site supplements limits of the conventional oligopolistic distribution and provides the distinct characteristics which separate it from other media. In the effect of the internet movie site is becoming more important, this study empirically examines rapid growing factors of the internet movie site by the users aspect. Concretely this study tries to figure out contents motives and activities of internet movie site users, and the effect of the use motives for the use activities. Methodologically, the study based on the results of e-mail survey to paid subscriber of an internet movie site(N=100). The respondents for surveys were answered for two weeks and were asked to answer 18 questions of use movies and 20 questions of use activities in total with 5-point scales. The results showed that the use motive factors were ‘variety of watching movie action’, ‘convenience of watching movie action’, ‘comfort’, ‘information and recreation’. In order to study the effect of the motives for the use activities, and were analyzed and compared according to the motive factors. While there were no difference in the service of watching movies according to the motive factors, the evidence of difference was observed in the services other than watching movies. This reflects the fact that the internet movie site could not satisfy the individual desires of the users in case of the service of watching movies, hence more efforts is necessary to various types of movies. In the services other than watching movies, the ‘variety of watching movie action’motive was shown to cause the most active action. So it suggests that henceforth understanding the desire related to the ‘variety of watching movie action’motive and constructing the contents accordingly can be a strategy for the effective management of the internet movie site. Although there has been little studies done on how the internet movie users actually use the contents, this study tried to analyze the effect of the users observed through the competition with other movie media and hence to find the direction of the development for the internet movie site in future. Taking into consideration that it provided the realistic evaluation on the internet movie site, this study can be considered to give the practical value as a strategic study.
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