UCC의 유용성과 즐거움이 UCC 전용 사이트 재방문의도에 미치는 영향에 관한 연구 = A Study on influence of usefulness and playfulness of UCC for user's revisiting intention of UCC site

다국어 초록 (Multilingual Abstract)

With using Web 2.0 which is characterized with participating, sharing, opening for the corporation's communication diversely, the websites which are based on UCC(User created contents) are rapidly increasing.
The newly emerged websites or the success or the failure of its sites is decided by the profit model of itself; the degree of a business model's market acceptance. However, due to the fact that advertising-based business models are the most general profit model which are adopted to the most portals or e-mail service- providing-site, the big portals are regarded as the most powerful competitor for UCC site.
In this study, exploring some necessary factors of new emerged UCC site, for achieving the differentiation against the existing web-service company such as the portals, will be the main purpose. The selecting-action for UCC site is similar to choosing the shops in offline, the traditional factors which affect to the shop-selection are the location, the traits of the concerned product, interaction which happens between the customer and the shop and etc. Therefore, the basic hypothesis is possible that the selection-action of user is affected by the basic characteristic of UCC or the interaction with the sites.
Likewise, based on the application the basic hypothesis into the study, the another hypothesis is also possible that the assessment of user's about usefulness and playfulness which were provided from UCC site affects to the intention of revisit of UCC site, and the familiarity or the interactivity will make a intervening effect.
To achieving the purpose of this study, the theory research and the actual research have been done simultaneously.
The theory research has been practiced based on the each adopted conception of research and the preceding study of relationships of the conceptions, and the actual research has been practiced by quantitative research; questionnaire.
The questionnaire was amended twice by pilot test for the achieving purpose and the securing the convenience of response.
The respondents are from 14-year-old to 40 ages who have used UCC sites before, the research period is from 25 Feb 2008 to 21 March 2008. 372 copies of questionnaires were released, and 324 copies were retrieved, and excepting 39 copies which is not applicable for analysis, the final 283 copies are used for the statistic analysis.
In prior to the hypothesis testing, the conformatory factor analysis, average variance extracted and the correlation analysis were performed for the verifying reliability and validity of the collected data as using the Losrel 8.71 which is the statistical program.
In addition, using Spss 14.0, navigating-factor-analysis and internal-consistency-analysis are executed additionally, which are the most commonly used to test reliability and validity.
The covariance structural model was used for verifying the hypothesis. The summary of result is like below.
First, It shows that the usefulness and the playfulness, one of the properties of UCC, give mindful influence on formation of intimacy for the site as a intervening variable under the on-line environment as UCC site.
Especially, if the playfulness obtained through the UCC is bigger, the intimacy for the site is higher, it confirms that supplying how interesting and playful UCC is the key factor to build up the intimacy of its site.
Secondly, It shows that while the playfulness of UCC affects the meaningful influence on interaction, the usefulness of UCC does not affects any meaningful influence on interaction.
The reason for this can be estimated that the usefulness of UCC can be regarded as 'helpful and practical' for the using person him or herself although, the type or the degree of usefulness is not consistent, which is not enough to make the other users feel usefulness, stimulating to interaction such as recommendation for the others or posting to another blogs.
Thirdly, the interaction factor gives a meaningful influence on the intimacy. In other words, higher interaction of users in the current UCC site induces more positive feelings and intimate relationship, which is enough to lead revisiting the sites from users.
Fourthly, the intimacy and interaction of the site affect meaningfully for the intention of revisiting of UCC site. Particularly, the intimacy estimate affected double than the interaction for the intention of revisiting of UCC site.
we suggest that we need to enhance the intimacy of UCC site through the interesting and diverse UCC items, which affects to revisiting intention significantly, and developing plans which revitalizing UCC items enough to grant the users practical value .

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 연구의 배경 및 목적 1
• 제 2 절 연구구성 및 체계 5
• 제 2 장 이론적 고찰 7
• 제 1 절 UCC의 관한 연구 7
• 1. UCC의 개념 및 선행연구 7
• 2. UCC의 유용성에 관한 연구 12
• 3. UCC의 즐거움에 관한 연구 16
• 제 2 절 사이트 특성에 관한 연구 18
• 1. 친밀감에 관한 연구 18
• 2. 상호작용성에 관한 연구 20
• 제 3 절 UCC 전용 사이트 재방문의도에 관한 연구 25
• 제 3 장 연구모형 및 가설설정 28
• 제 1 절 연구모형의 설정 28
• 제 2 절 연구가설의 설정 29
• 1. UCC 수용동기와 사이트 특성에 관한 가설설정 29
• 2. 상호작용성과 친밀감에 관한 가설 32
• 3. 사이트특성과 UCC 전용 사이트 재방문의도에 관한 가설 33
• 제 4 장 연구방법 및 가설검증 35
• 제 1 절 연구방법 35
• 1. 변수의 개념적 정의와 조작적 정의 35
• 2. 자료수집 및 연구방법 38
• 제 2 절 실증분석 39
• 1. 수집된 표본의 일반적 특성 40
• 2. 측정항목의 신뢰성 및 타당성 평가 41
• 3. 가설검증 50
• 제 5 장 결 론 58
• 제 1 절 연구결과 요약 58
• 제 2 절 연구의 시사점 59
• 제 3 절 연구의 한계점 및 향후 연구방향 60
• <참 고 문 헌> 62
• <설 문 지> 73
• <Abstract> 78