대학생들의 동영상 UCC 이용에 관한 탐색적 연구 = TPB-TAM 통합 모델 적용

다국어 초록 (Multilingual Abstract)

Our study intends to figure out why college students use audio-visual UCC(User Created Content) and who is a group of potential UCC users, in order to explore a UCC use in the age of media convergence and web 2.0. In addition, the study attempts to propose an exploratory and integrated model of TPB-TAM(Theory of Planned Behavior-Technology Acceptance Model) and to verify its validity. Based on this model, the study tries to find out which determinants affect user’s behavioral intention to use UCC and how to affect their doing. The followings are our main results. ‘Self-expression’ made existing users use audio-visual UCC at the most part, furthermore perceived ‘negative effect’ about UCC did not. Our study found that as main motives, ‘self-expression’ and ‘seeking fun’ precede ‘information acquisition.’ Even though the integrated TPB-TAM model did not produce a whole model fit, the model was verified partly as a result of R²＞0.4. The above-mentioned results can be expected to cast practical implications to Internet firms, which are providing audio-visual UCC services to consumers.

참고문헌 (Reference)

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