개인방송 콘텐츠 수용에 대한 탐색적 연구: 이용 특성과 광고 태도를 중심으로

This paper as an exploratory study of acceptance of personal webcasting contents, pays attention to use characteristics and attitudes toward advertising. Use characteristics including using motives and contents selection criteria are examined first of all. And then the influence of use characteristics and the perception of convenience and usability of platform on the attitude toward the advertisement and branded contents are analyzed through web-based survey. The results show that the entertainment is revealed as the most influential factor among use motives of personal webcasting and genre preference has worked as the most meaningful criterion in selecting content. However, it is may need to point out that there are differences in the platform, use motive, and criterion of selecting content by users’ gender. Secondly, users’ contents selection criteria have been affected by use motive. That is, the higher one’s motive of social transaction, the more the reputation and star casting can be chosen. Also the higher one’s motive of seeking new contents, the originality of contents and genre can be main factor of selection. Third, although users tend to avoid online advertisement, selecting contents with the but when user select contents with the motive of novelty and low genre preference, users would have high interest on the advertisement. Also as one perceives the branded contents useful, he is likely to have positive attitude on the advertisement included in the branded contents. These results imply that it is needed to develop the contents of personal webcasting considering the use motives and selecting criteria in order to establish the stable business model of personal webcasting.