텔레비전의 기능적 대안으로서 인터넷방송에 관한 연구

다국어 초록 (Multilingual Abstract)

Thanks to the development of streaming technologies, webcasting is to be similar to conventional television. Therefore, the aim of this study is to examine whether webcasting is functional alternative to television, that is competition between two media. This study combines the ecological theory of the niche with uses and gratifications approach in order to assess the dimensions on which webcasting compete with television.
As a precursor to main survey, the pilot study had two process (1) E-mail survey to identify the audience needs for webcasting and (2) content analysis of webcasting and television audience needs statements.
Main survey was also E-mail survey method, respondents were 479 webcasting users. Factor analysis for main survey data extracted 7 niche dimensions which were labeled as entertainment/relaxation, passing time, learning the individual information, learning the social information, time shifting, cost to use, multitasking
The ecological measures of niche breadth, niche overlap, and competitive superiority resulted (1) The webcasting exhibited the broadest niche in satisfying time shifting, and the television exhibited the broadest niche in satisfying learning the social information. The niche breadth measure provides a ratio of niche occupancy on a given to available space on a resource dimension of gratification obtained items. (2) The niche overlap indicates the amount of common occupancy of the resource space along a dimension of gratification obtained item. Overlap is an inverse measure and low values indicate high similarity in gratifications obtained from the two media, whereas high values denote dissimilarity. This survey is found the highest degree of overlap on the passing time and the lowest degree of overlap on the time shifting between two media (3) The competitive superiority measure indicated which of two medium is rated by the respondents to be superior to on another and differences in superiority between two means on a gratification dimension can be tested for statistical significance using a t-test procedure. The results of those test were statistically significant along all dimensions. Webcasting is superior on three dimensions, 'learning the individual information, time-shifting, multitasking, whereas television is superior on four dimensions, entertainment/relaxation, passing time, 'learning the social information, cost to use.
Results indicated that a wider spectrum of needs as being served by the television, but webcasting provides greater gratification opportunities (time-shifting) and gratification on learning the individual information. The results indicated competition partially but also indicated that the two mediums are not close substitutes.