N스크린 서비스의 능동적 이용에 대한 영향 = 이용동기, 지각된 유용성 그리고 애착

다국어 초록 (Multilingual Abstract)

This study focuses on searching for factors that affect the ‘active use’ of N-Screen services. Based on the Uses and Gratifications Theory and Technology Acceptance Model, this study hypothesizes that the ‘use motives’ of N-screen services affects the ‘perceived usefulness’ and ‘active use’. This research also concentrates on how ‘affinity’ for N-screen services will regulate the influence of perceived usefulness and active use. The data used in this research was collected through surveys performed by 360 N-screen members(users) and the structural equation model is applied in the analysis. Use motives, such as ‘conveniency seeking’, ‘entertainment and deviation’, ‘connection building’, have positive effects on the perceived usefulness of N-screen services and this perceived usefulness, in turn, has increased the active use of N-screen services. This study also finds that the degree of affinity to N-screen service has a regulating effect on influence relation between perceived usefulness and active use of N-screen services. the more affinity user has to N-screen service, the more positive effects of perceived usefulness on active use become increase. Users who seek ‘multitasking’, ‘content portability’, ‘sociable viewing’, which N-screen services provide, have positive perceptions towards perceived usefulness and are more likely to actively use N-screen services. In order to both satisfy N-screen service users and maintain a higher number of members, planning a strategy that increases users’ affinity is crucial.

참고문헌 (Reference)

1 우형진, "휴대폰 이용자의 자아성향이 휴대폰 중독 구성요인에미치는 영향에 관한 연구자존감, 자기효능감, 자기통제력 변인을 중심으로" 한국방송학회 21 (21): 391-427, 2007

2 윤승욱, "휴대전화 애착정도가 사용자의 정서적 반응에 미치는 영향휴대전화 사용 중단으로 인한 불안, 스트레스, 사회적 관계 회피수준을 중심으로" 한국방송학회 21 (21): 243-275, 2007

3 나은영, "청소년의 이동전화 애착 이용, 효과 지각 및 커뮤니케이션 효능감: 2002,2004년 서울,수도권 지역 중,고등학생을 중심으로" 한국언론학회 49 (49): 198-232, 2005

4 김영환, "지각된 서비스 품질, 유용성, 용이성이 IPTV 사용자 만족 및 지속적 사용의도에 미치는 영향" 한국콘텐츠학회 9 (9): 314-327, 2009

5 박광순, "인터넷의 웹블로그(Web-blog) 이용동기와 만족도에 관한 연구: 대학생 집단을 중심으로" 한국언론학회 48 (48): 270-294, 2004

6 양일영, "이용 동기에 기반한 스마트폰 초기 이용자 유형에 관한 탐색적 연구" 한국언론학회 55 (55): 109-139, 2011

7 김태양, "스마트폰 기종과 어플리케이션에 대한이용자의 사용동기와 만족에 관한 연구" 정보통신정책학회 20 (20): 105-130, 2013

8 최영, "소셜 미디어 이용 동기가 사회 자본에 미치는 영향" 한국방송학회 25 (25): 241-276, 2011

9 주시각, "모바일 서비스 수용결정요인에 관한 연구 - 내재적 이용동기에 의한 정보기술수용모형의 확장을 중심으로 -" 대한경영정보학회 30 (30): 117-146, 2011

10 황주성, "디지털 컨버전스와 공간인식의 변화, 디지털 컨버전스 기반 미래연구 (Ⅰ) 시리즈 09～06" 정보통신정책연구원 2009

11 신동희, "기대충족모델을 이용한 스마트폰의 지속사용에 대한 연구" 한국언론학회 56 (56): 331-356, 2012

12 이선로, "가중화된 기대충족모형을 이용한 인터넷 쇼핑 사이트의 지속적 사용에 관한 연구" 한국경영과학회 25 (25): 135-156, 2008

13 Ballard, C. L., "What’s Happening @Twitter: A Uses and Gratifications Approach" University of Kentucky 2011

14 Palmgreen, P., "Uses and Gratifications and Exposure To Public Television A Discrepancy Approach" 6 (6): 155-179, 1979

15 Venkatesh, V., "User acceptance of information technology : Toward a unified view" 27 (27): 425-478, 2003

16 Davis, F. D., "User acceptance of computer technology : A comparison of two theoretical models" 35 (35): 982-1003, 1989

17 Bhattacherjee, A., "Understanding Information Systems Continuance：An Expectation-Confirmation Model" 25 (25): 351-370, 2001

18 Chen, G. M., "Tweet this : A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others" 27 (27): 755-762, 2011

19 Kim, J., "The variable influence of audience activity on media effects" 24 (24): 107-135, 1997

20 Greenberg, 8. S., "The uses of mass communications: Current perspectives on gratifications research" Sage 71-82, 1974

21 Katz, E., "The uses of mass communication: Current perspectives on gratification research" Sage 19-32, 1974

22 Sheldon, P., "The relationship between unwillingness-to-communicate and students’ Facebook use" 20 (20): 67-75, 2008

23 Baron, R. M., "The moderator-mediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations" 51 (51): 1173-1182, 1986

24 IBM, "The New New Media: Global lessons on the future of media, content, and messaging" 2007

25 Google, "The New Multi-screen" Understanding Cross-platform Behavior 2012

26 Rubin, A. M., "Television uses and gratifications : The interactions of viewing patterns and motivations" 27 (27): 37-51, 1983

27 Ericsson, "TV and" Identifying the needs of tomorrow’s video consumers 2013

28 Haridakis, P., "Social Interaction and Co-Viewing With YouTube : Blending Mass Communication Reception and Social Connection" 53 (53): 317-335, 2009

29 Papacharissi, Z., "Predictors of Internet use" 44 : 175-196, 2000

30 Davis, F. D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology" 13 (13): 319-340, 1989

31 Rubin, A. M., "Older Person’ TV Viewing Patterns and Motivations" 9 (9): 287-313, 1982

32 최세경, "N스크린 시대에 TV 비즈니스의 전망과 대응 전략 :콘텐츠 유통과 소비 패러다임의 변화를 중심으로" 한국방송공사 22 (22): 7-36, 2010

33 Metzgers, M. J., "Networked Sociability and Individualism: Technology for Personal and Professional Relationships" IGI Global 79-102, 2012

34 이은희, "N-스크린 분야 서비스 기술 동향" 한국디지털미디어산업협회 2011

35 정보통신정책연구원, "N 스크린 이용행태 및 추이 분석" KISDISTAT 2012

36 김동우, "N 스크린 서비스의 이용행태, 콘텐츠, 기능, 비용이 이용 만족도와 지속이용의사에 미치는 영향에 관한 연구" 한국방송공학회 18 (18): 749-757, 2013

37 Hair, J. F., "Multivariate data analysis" Prentice Hall International 1998

38 Chin, W. W., "Modern Methods for Business Research" Lawrence Erlbaum Associates 295-336, 1998

39 Rayburn, J. D., "Merging uses and gratifications and expectancy-value theory" 11 (11): 537-562, 1984

40 Rubin, A. M., "Media effects: Advances in theory and research" Lawrence Erlbaum Associates 525-548, 2002

41 Rubin, A. M., "Media effects: Advances in theory and research" Lawrence Erlbaum Associates 417-436, 1994

42 Wimmer, R. D., "Mass media research: An introduction, Wadsworth Series in Mass Communication and Journalism" Cengage Learning 2000

43 Baran, S. J., "Mass communication theory: Foundation, ferment, and future" Wadsworth, Cengage Learning 2012

44 Griffiths, M., "Internet Addiction" 12 (12): 245-250, 1999

45 Karahanna, E., "Information technology adoption across time : A cross-sectional comparison of pre-adoption and post-adoption beliefs" 23 (23): 183-213, 1999

46 Bondad-Brown, B. A., "Influences on TV Viewing and Online User-shared Video Use : Demographics, Generations, Contextual Age, Media Use, Motivations, and Audience Activity" 56 (56): 471-493, 2012

47 Carte, T. A., "In pursuit of moderation : nine common errors and their solutions" 27 (27): 479-501, 2003

48 Chae, Z. H., "IPTV uses and gratifications : users’preference, satisfaction and use intent for IPTV services" 2 (2): 129-139, 2010

49 김미라, "HDTV 조기 수용자의 능동적 미디어 이용행태에 관한 연구" 한국언론학회 50 (50): 33-58, 2006

50 Palmgreen, P., "Gratifications sought and media exposure an expectancy value model" 9 (9): 561-580, 1982

51 Krishnatray, P., "Gratifications from newmedia: Gender differences in Internet use in cybercafes" 4 (4): 19-31, 2009

52 Chin, W. W., "Frequently Asked Questions-Partial Least Squares & PLS-Graph"

53 Chamberlain, D., "Flow TV: Television in the Age of Media Convergence" Routledge 2011

54 Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error" 18 (18): 39-50, 1981

55 Kenny, D. A., "Estimating the nonlinear and interactive effects of latent variables" 96 (96): 201-210, 1984

56 Vincent, J., "Emotional Attachment and Mobile Phones" 19 (19): 39-44, 2006

57 Bagozzi, R. P., "Development and test of a theory of technological learning and usage" 45 (45): 660-686, 1992

58 Venkatesh, V., "Determinants of perceived ease of use : Integrating control, intrinsic motivation, and emotion into the technology acceptance model" 11 (11): 342-365, 2000

59 Kline, T. J., "Common method variance and specification errors: A practical approach to detection" 134 (134): 401-421, 2000

60 Podsakoff, P. M., "Common method biases in behavioral research : A critical review of the literature and recommended remedies" 88 (88): 879-903, 2003

61 Palfrey, J., "Born Digital : Understanding the First Generation of Digital Natives" Basic Books 2008

62 Perse, E. M., "Audience selectivity and involvement in the newer media environment" 17 (17): 675-697, 1990

63 Rubin, A. M., "Audience activity and soap opera involvement a uses and effects investigation" 14 (14): 246-268, 1987

64 Levy, M. R., "Audience activity and gratifications a conceptual clarification and exploration" 11 (11): 51-78, 1984

65 Bowlby, J., "Attachment and Loss, vol. 1 ; Attachment" Basic Books 1969

66 Harris Interactive, "Are The Online Marketing Efforts of TV Shows and Programs Worthwhile?" 43 : 2011-, 2011

67 Parker, B. J., "A uses and gratifications perspective on the Internet as a new information source" 18 (18): 43-49, 2000

68 Brandtzæg, P. B., "A typology of social network sites users" 7 (7): 28-51, 2011

69 Venkatesh, V., "A theoretical extension of the technology acceptance model : four longitudinal field studies" 46 (46): 186-204, 2000

70 Chin, W. W., "A partial least squares latent variable modeling approach for measuring interaction effects : Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study" 14 (14): 189-217, 2003

71 Henseler, J., "A comparison of approaches for the analysis of interaction effects between latent variables using partial least squares path modeling" 17 (17): 82-109, 2010