웹 기반 동영상 콘텐츠 이용에 관한 탐색적 연구: 이용자 속성, 이용 특성, 미디어 이용과장르 선호를 중심으로

This study explores how web-based video contents(web-contents) are used by focusing on demographics, characteristics of content and media consumption, and genre preference in that web-contents have the potential for changes in terms of video content production and distribution. First, the study found that age among demographics turned out to be a main variable that predict the amount of consumption for web-contents, and star preference was the significant factor of web-content selection. Web-contents were mostly used in the home just before going to bed. Second, the media usage of TV, VOD, and mobile device was related to that of web-contents. Also, users showed a tendency to view web-contents in accordance with the existing genre preference. Third, the pursuit of newness and interest were prominent motives which had a significant influence on usage of web-contents. These results suggested that it should establish the strategies for expanding users in the production and distribution of web-contents to take priority over newness and to make the best use of the existing media.