Effects of Using Shot Clip on the Broadcasting Viewing Intention
방송클립동영상 이용이 방송 시청의도에 미치는 영향

Sukhyun Cho, Hyunji Lee
2016 The Journal of the Korea Contents Association  
The purpose of this study is to search shot clip' using variables influencing on the VOD purchase intention and watching intention of real-time broadcasting. This research focused on usage motivation, usage experience such as use time, time of utilization, genre, utilization pattern. Controlling demographic factors, results show that personal relation, benefit against whole broadcast, education genre, watching video, video sharing and recommendation were statistically influential to VOD
more » ... tial to VOD purchase intention. And, results show that flexibility of use, drama/movie genre, read and write comments were statistically influential to watching intention of real-time broadcasting. ■ keyword :|Shot Clip|Usage Motivation|Usage Experience|VOD Purchase Intention|Watching Intention of Real-time Broadcasting| * 이 논문은 방송문화진흥회의 지원에 의해 연구되었음.
doi:10.5392/jkca.2016.16.10.645 fatcat:7lztvetu6beadlu2vimmsxgqee