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중국 인터넷 엔터테인먼트 개인방송 콘텐츠 수용에 대한 탐색적 연구
이서상(Li RuiXiang),이상준(Sang-Joon Lee),이경락(Kyeong-Rak Lee) 한국디지털콘텐츠학회 2018 한국디지털콘텐츠학회논문지 Vol.19 No.5
This paper is an exploratory study on the acceptance of Chinese Internet entertainment personal broadcasting contents. After analyzing the factors affecting viewer satisfaction, we analyzed the relationship between these factors and viewer satisfaction on reuse intention. As a result of the survey, first, the information system quality has a significant effect on the viewer satisfaction of internet personal broadcasting. Second, indirect experience, entertainment pursuit, and social relationship have a significant effect on viewing satisfaction of internet personal broadcasting. Third, viewing satisfaction of internet personal broadcasting has a significant effect on reuse intention. These results are expected to help establish the marketing strategy of the company operating the Internet personal broadcasting and prepare the requirements to be provided by the host.