초록

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Abstract ▼ AI-Helper

This study explores whether UCC(User-created contents) users would experience different parasocial interaction and flow on the basis of their diverse UCC activities. In doing this, UCC users are categorized into two groups such as producers who produce UCC and participants who mainly distribute an...

This study explores whether UCC(User-created contents) users would experience different parasocial interaction and flow on the basis of their diverse UCC activities. In doing this, UCC users are categorized into two groups such as producers who produce UCC and participants who mainly distribute and read UCC. The results are as follows: On the comparisons of parasocial interaction and flow experience, firstly, producers are more likely to go through behavioral interaction, challenge/playfulness and involvement than participants. Secondly, the positive relationship between flow experience and Internet efficacy is supported by participants only. Lastly, the effects of parasocial interaction in flow experience are more powerful in participants than producers.

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