텔레비전 만화영화의 친사회적 효과에 관한 연구

정용국(Yongkuk Chung),신주정(JooJung Shin) 한국애니메이션학회 2010 애니메이션연구 Vol.6 No.1

털레비전 만화영화가 어린이 시청자에게 미치는 영향은 만화영화 프로그램의 내용에 따라 긍정적일 수도 있고 부정적일 수도 있음에도 불구하고 기존 연구들은 지나치게 부정적인 효과를 규명하는 데만 관심을 집중해 왔다. 본 연구는 텔레비전 만화영화가 어린이 시청자에게 미치는 친사회적인 효과를 살펴봄으로써 미디어의 긍정적인 영향에 대한 연구를 확장시키고자 한다. 구체적으로 본 연구는 어린이 만화영화의 친사회적 주인공에 대한 노출과 시청자의 친사회적 행동 경향과의 관계에 영향을 미치는 동일시와 동일화 갈망의 매개효과가 시청자의 성별에 따라 어떻게 나타나는지를 살펴보았다. 연구결과, 남자 어린이의 경우 주인공과의 동일시보다는 동일화 갈망을 통해 친사회적 효과가 증진될 가능성이 있는 것으로 나타났다. 반면에, 여자 어린이는 만화 주인공과의 동일화 갈망보다는 동일시를 통해 친사회적 행동이 증가되는 것으로 나타났다. 이러한 결과는 동일화 갈망과 동일시가 성별에 따라 전혀 다른 방식으로 작동할 수 있다는 점을 밝혔다는 점에서 매우 흥미롭다. 다만 이러한 결과의 통계적 유의도가 너무 낮아서 이 효과가 실제로 존재하는 것인지 아니면 우연에 의해 발견된 것인지를 추가적인 연구를 통해 확인할 필요가 있다. Although the effects of television cartoons on children can either be positive ornegative depending on the content of the cartoon, previous studies have overemphasized the negative influence on children. This study attempts to redirect our attention to the positive effect of television by investigating the prosocial influence of cartoons on children. This study looks at the relationship between the amount of watching a character’s prosocial behaviors and a viewer’s prosocial behavioral tendency. Specifically, this study investigates whether the mediational role of identification and wishful identification differs according to the gender of viewers. Results showed that for male children, wishful identification with cartoon characters might play an important mediating role while for female children, identification seemed to be a mediator. Although these findings seem very interesting, further investigation is needed for stronger verification in a broader context.

구독형 OTT 서비스 특성이 이용자 만족과 지속 사용 의도에 미치는 영향: 넷플릭스 이용자를 대상으로

정용국(Yongkuk Chung),장위(Wei Zhang) 한국콘텐츠학회 2020 한국콘텐츠학회논문지 Vol.20 No.12

본 연구는 넷플릭스의 서비스 특성 요인을 콘텐츠 다양성, 요금제 적절성, 추천 시스템, N-스크린 서비스, 몰아보기, 서비스 품질 등 6개 차원으로 구분하고, 각 차원이 이용자 만족과 지속 사용 의도에 미치는 영향에 어떤 역할을 하는지 알아보고자 한다. 본 연구는 넷플릭스 서비스를 이용한지 1년 미만인 신규 가입자 202명을 대상으로 설문조사를 실시하였다. 분석 결과, 첫째, 넷플릭스 서비스의 콘텐츠 다양성, 추천 시스템, 몰아보기 기능, 서비스 품질은 이용자 만족에 정의 영향을 미치는 것으로 나타났다. 둘째, 넷플릭스 서비스 특성 인식이 지속 사용 의도에 미치는 직접 효과와 이용자 만족을 통해 영향을 미치는 간접 효과를 분석한 결과, 먼저 N-스크린 서비스는 지속 사용 의도에 직접 효과도 간접 효과도 모두 미치지 않았다. 반면에 콘텐츠 다양성, 추천 시스템, 몰아보기 기능과 서비스 품질은 지속 사용 의도에 대한 직접 효과는 유의미하지 않았지만, 이용자 만족을 통한 간접 효과는 유의미한 것으로 나타났다. 한편, 요금제 적절성은 지속 사용 의도에 미치는 직접효과가 유의미했지만 이용자 만족을 통한 간접 효과가 유의미하지 않은 것으로 나타났다. 마지막으로 이용자 만족과 지속 사용 의도는 예측한 바와 같이 유의미한 정적 상관관계를 가지는 것으로 나타났다. This study examined how the quality of Netflix service affects user satisfaction and continuance intention. This study classified the quality of Netflix service as content diversity, rate system appropriateness, recommendation system, N-screen service, binge viewing, and service quality, and examined the effect of each dimension on user satisfaction and continuous intention. We conduced an online survey on 202 Netflix users and analyzed the data with the SEM. Results are as follows. First, content diversity, recommendation system, binge-viewing and service quality are positively associated with user satisfaction. Second, the N-Screen service has neither direct nor indirect effects on continuance intention. However, rate system has a direct effect on continuance intention. On the other hand, content diversity, recommendation systems, binge-viewing, and quality of service affect continuance intention positively through user satisfaction. Finally, it is shown that user satisfaction and continuance intention have a significant static correlation as predicted.

여대생의 뷰티 유튜브 이용동기 및 시청경험에 관한 연구

정용국(Chung, Yongkuk) 동국대학교 사회과학연구원 2018 사회과학연구 Vol.25 No.3

본 연구는 뷰티 관련 인터넷 개인방송의 이용동기와 시청경험에 대한 연구이다. 뷰티 개인방송의 주시청층인 20대 여성 대학생을 대상으로 초점집단면접을 실시하였고, 면접 결과를 질적 내용분석방법을 통해 분석하였다. 분석결과, 이용동기는 정보적 동기, 오락적 동기, 공감과 대리만족, 습관적 시청으로 구성된 것으로 나타났다. 다음으로, 뷰티 개인방송 콘텐츠의 재미요소는 창의성, 개인맞춤성, 솔직함, 유사성과 친밀감으로 나타났다. 마지막으로 시청회피 요인은 불성실한 업로드, 진부한 콘텐츠, 광고와 협찬 증가, 유튜버에 대한 부정적 인상으로 밝혀졌다. 연구결과에 대한 이론적 및 실무적 함의에 대해 논의하였다. This study has investigated why people watch beauty Youtubers and what they experience during viewing. A focus group interview and a qualitative content analysis were conducted with female college students who are presumed to be target viewers of beauty Youtubers. Results showed that motivations to watch beauty Youtubers include information, entertainment, empathy or vicarious experience, and habitual viewing. Next, their entertaining elements consist of creativity, customization, frankness, similarity and intimacy. Finally, factors that promote avoidance of viewing are lack of sincerity, banal content, excessive advertising and sponsorship, and negative impressions of Yoububers. Theoretical and impractical implications and limitations are discussed.

텔레비전 만화영화의 친사회적 효과 : 보상과 동일시가 친사회적 사고와 행동 의도에 미치는 영향

정용국(Yongkuk Chung),신주정(Joo-Jung Shin) 한국언론학회 2010 한국언론학보 Vol.54 No.6

This study examines prosocial effects of television cartoons on children. In particular, this study investigated whether vicarious rewards on and identification with cartoon characters influence activating prosocial thoughts and promoting prosocial intentions in children. An experiment was conducted on one hundred fourteen 3rd grade students. The results of the study showed that vicarious rewards on cartoon characters had little influence on children. On the other hand, identification with cartoon characters was shown to increase the prosocial intention of children. Theoretical and practical implications of the study were also discussed.

초등학생이 좋아하는 만화영화 캐릭터의 특성 및 동일화 갈망에 영향을 미치는 요인에 관한 연구

정용국(Yongkuk Chung) 한국언론학회 2009 한국언론학보 Vol.53 No.6

This study consists of two research topics. The first topic is to examine the characteristics of the favorite cartoon characters who children like most. The second is to investigate the relative importance of various factor influencing children’s wishful identification with cartoon characters. This study surveyed 200 fourth and fifth grade school children about their favorite cartoon characters. The results of the study found that some character attributes such as physical attraction, prosocial behaviors, strength, intelligence were positively correlated one another while one attribute, humor was reversely or insignificantly related with other attributes. In addition, children’s evaluation on character attributes was found to be idiosyncratic according to the gender of respondents and characters. With regard to wishful identification, the results showed that boys felt higher level of wishful identification with male characters but girls showed the same level of wishful identification regardless of characters’ gender. In all respondents, perceived similarity and identification with cartoon characters are found to play a significant role in increasing wishful identification. In some respondents, physical attraction, social behavior, intelligence were also important elements but humor and strength were not associated with wishful identification in any cases. Finally, girls who had low self-efficacy showed higher level of wishful identification with female characters. Practical implications of the study was also discussed.

중국 소비자의 틱톡 라이브 커머스 구매 의도에 영향을 미치는 요인: 계획적 행동이론 해체모델(DTPB)을 중심으로

장적,한이신,정용국,Zhang, Di,Han, Yixin,Chung, Yongkuk 한국콘텐츠학회 2022 한국콘텐츠학회논문지 Vol.22 No.10

This study investigated the purchase intention of TikTok Live Commerce users by applying the Decomposed Theory of Planned Behavior(DTPB). This study conducted a survey of 512 users with experience in purchasing TikTok Live Commerce in China. Result of the analysis, first, it was found that attitudes, subjective norms, and perceived behavioral control all had effect on the purchase intention of TikTok live commerce. Second, it was found that perceived usefulness, interactivity, and perceived enjoyment had a positive effect on attitudes, but perceived ease did not have a statistically significant effect. The third,friend was found to have an effect on subjective norms. It was found that self-efficacy had a significant effect on perceived behavior control, but the facilitating condition did not significantly affect perceived behavior control.

매스미디어 노출과 메르스 예방행동 의도의 관계에서 대인커뮤니케이션의 역할

유우현(Woohyun Yoo),정용국(Yongkuk Chung) 한국방송학회 2016 한국방송학보 Vol.30 No.4

미디어 이용 수준과 이용에 대한 감정 및 평가가 학업지연 행동에 미치는 영향 : 미디어 유형의 차별적 효과를 중심으로

공유경(Weiqing Kong),정용국(Yongkuk Chung) 한국방송학회 2023 한국방송학보 Vol.37 No.4

폭력 범죄 보도가 어린이에게 미치는 정서적 및 인지적 영향

유우현(Woohyun Yoo),정용국(Yongkuk Chung),정지희(Jihee Jung) 한국언론학회 2016 한국언론학보 Vol.60 No.1

This study investigated whether children’s exposure to news violence affected trauma, fear of crime, perception of crime risk, and perception of crime rate. In particular, it evaluated if exposure to news violence would exert the direct influence on each of the dependent variable or it would make the indirect influence through children’s fright reaction to news. A survey was carried out on a total of 283 elementary school children. A bootstrapping mediation analysis was used to examine the research questions. Results showed that perception of crime rate was affected by exposure to news violence without the mediation of fright reaction, while the avoidance dimension of trauma, fear of crime, and perception of crime risk were influenced by exposure to news violence through the mediation of fright reaction. On the other hand, the intrusion dimension of trauma was affected by both exposure to news violence and fright reaction.

MMORPG 이용과 온라인 및 오프라인 리더십 경험에 관한 연구

김슬이(Seulyi Kim),정용국(Yongkuk Chung) 한국언론학회 2013 한국언론학보 Vol.57 No.1

Most of existing research on online games has focused on negative effects such as game addiction, copycat crimes, aggression increasement. In an attempt to overcome the negative bias in game research, this study investigates pro-social or positive effects of online games. In particular, this study has looked at how personality and motivation to play affect game leadership, and also at how the leadership experience in online games influence social and leadership skills in a real-life environment. Online survey data from 162 online game players were analyzed. The results showed that game players who are high in self-esteem and low in self-control experienced greater leadership. In addition, those who have stronger motivations for ‘social relationship’ and ‘character manipulation/exploration’ experienced greater leadership in online games. The results also showed that the more game players experienced leadership in online games, the more they perceived their social and leadership skills improved in a real-life environment. This study implies that MMORPG can provide an opportunity for game players to improve leadership skills.