블로그의 매체경쟁에 관한 연구 = 관계지향 블로그와 정보지향 블로그의 적소분석을 통한 경쟁분석

다국어 초록 (Multilingual Abstract)

This research analyzed the degree of Internet media competition on the base of users' perceived gratifications. The survey was conducted to measure user satisfaction for emerging Blog service using Web-based survey system. The collected 291 responses were analyzed for statistical tests.
First, based upon the data collected from the survey, factor analysis was used to identify gratification dimensions. Relationship-oriented Blog showed five gratification dimensions: information, entertainment, fashion, habit, and escape. Information-oriented Blog had four gratification dimensions: surveillance. habit, inner satisfaction and fashion. Each gratification dimension score was used to calculate niche breadth, niche overlap, and competitive superiority.
Second, niche breadth represents the diversity of media functions.
Relationship -oriented Blog had the higher niche breadth value than any other competitive media. Similarly, information-oriented Blog had the higher niche breadth value than any other competitive media. Only internet newspaper showed the highest value in surveillance gratification. The results shows that Blog had broader usage than other four competitive Internet media.
Third, niche overlap reflects the similarity of media functions. The results of the research suggested that there was a high level of competition between relationship-oriented Blog and two competitive media-e-mail and instant messenger. The Blog competes with e-mail and instant messenger in entertainment, habit and escape gratifications. The niche overlap of information-oriented Blog showed a high degree of competition in fashion and surveillance with Internet newspaper and Internet magazine.
In terms of competitive superiority, relationship-oriented Blog was found to be superior to e-mail and instant messenger in the five gratification factors. While information-oriented Blog was found to be superior to Internet newspaper and Internet magazine in the habit, inner satisfaction, and fashion.
With the integration of individual and technological functions, relationship-oriented Blog seems to be the displacement possibility of interpersonal communication. In contrast, the information-oriented Blog seems to be displacing the specialty of existed news media.

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