웹툰 서비스의 사용편리성과 상호작용적 행위가서비스 만족과 지불의사에 미치는 영향

This study investigates the effect of the motivation to use webtoon and the convenience of use(the character of the webtoon service) on the interactivity, and then examines how the interactivity affect the webtoon user's satisfaction and willingness to pay. Using factor analysis, this study found two motivations to use webtoon including 'information acquisition', 'entertainment and easiness of access'. These motivations have an influence on the interaction of the content and Webtoon's user and of Webtoon's users. The motivation of the entertainment and easiness of access is more influential to user's interactivity. The convenience of use is divided two types that are the convenience of the searching information and service. The convenience of webtoon service has positive influence of two types of interaction. The last results find that webtoon user's satisfaction is influenced by gender, the convenience of the searching information and using service. The satisfaction of the female user is higher than man. The more convenience of use is, the more satisfaction of users will be. Willingness to pay is influenced by age, the convenience of webtoon service, and the user's interactivity. The older users are, the more convenience of webtoon service is, and the more the user's interactivity, the higher willing to pay will get. The implications of the findings are discussed in terms of the way to change the profit structure of webtoon service and suggest to increase the interactivity in webtoon service.