3 research outputs found
From Perspective of Motivation, Value, and Commitment
ํ์๋
ผ๋ฌธ(์์ฌ) -- ์์ธ๋ํ๊ต๋ํ์ : ๊ฒฝ์๋ํ ๊ฒฝ์ํ๊ณผ, 2022. 8. ๋ฐ์ง์.The coronavirus (COVID-19) pandemic has led to a substantial change in our life. Due to lockdown and social distancing policy implementation world-widely, the performing arts and concert industry. During the long pandemic continuation, the performing arts industry has started to make their contents in an online form. Also, they have started to make collaboration with Over-The-Top (OTT) video platforms such as YouTube, Netflix, and Amazon Prime Video and make this to breakthrough in their new era of performance. We investigated how an individualโs motivation and value of watching online performance affect commitment during watching. Consequently, how this combined effect of commitment affects satisfaction for online performance.
This cross-sectional study was based on an internet survey using Google forms. The survey questions were created based on the Technological Acceptance Model(TAM), Self-Determination Theory (SDT), and the theory of consumption value. The motivation for watching the performance was evaluated using a questionnaire to divide the population into three restriction categories: no/slightly, moderately, and severely. The individualโs value of watching the performance was evaluated using a questionnaire to divide the population into five levels of restriction categories. The consequences of commitment and satisfaction were assessed.
Firstly, frequency analysis was used to study on demographic characteristics of individuals by their primary platform to watch an online performance. Secondly, to test reliability and confidentiality for commitment and satisfaction on online performance, the factor analysis, which is PLS and reliability are implemented. Thirdly, implementing SEM to obtain estimates of coefficients to see its magnitude of impact and testing the hypothesis of their significance.
Factor analysis showed that the driven research model with the questionnaire and provided data were validated to measure the specific magnitude of influences using SEM. By performing SEM analysis, the study found out that the motivation and individual value of watching a performance online were influential to being in a committed state and consequently be satisfactory on performance. The constructs of the derived model were reported as all statistically significant at the significance level of 0.01. The model fitted value was also satisfiable at 0.9. We verified that the individualโs motivation and value have a significant positive impact on commitment and following satisfaction. Thus, the study has shown the positive impact of an individualโs motivation and value of watching a performance on commitment through an online platform. Consequently, the combined effect through commitment on satisfaction.
There were several limitations: dense distribution aged 20-40, without considering individual and OTT characteristics, cross-sectional study, and subjective choice of a survey. In that, further research can be studied and considered those limitations in the future.์ฝ๋ก๋ ๋ฐ์ด๋ฌ์ค์ ์ ์ธ๊ณ์ ์ธ ๋์ ํ ํ์์ ์ผ์ ๊ธฐ๊ฐ ๋์ ๊ฐ์ธ์ ์ถ์ ๋ฐฉ์์ ์๋น๋ถ๋ถ ์ํฅ์ ์ฃผ์๋ค. ๊ฐํ ์ ์ผ์ฑ๊ณผ ํ์ ์ฆ์ผ๋ก ์ ์ธ๊ณ์ ์ธ ๋ด์ ํ์๊ณผ ์ ๋ถ์ ์ฌํ์ ๊ฑฐ๋ฆฌ๋๊ธฐ ์ ์ฑ
๋ฐฉ์นจ ๋ฑ์ผ๋ก ์ธํด ์ฌ๋๋ค์ด ๋์ธํ๋์ด ์ค๊ณ , ์ง์ ๋จธ๋ฌด๋ฅด๊ฒ ๋๋ ์๊ฐ์ด ๋ง์์ง๋ฉด์ ์์์
๊ณผ ํน์ ์ฐ์
๊ตฐ ๋ฑ์ ๋ง์ ์
ํ์ผ๋ก(ๆกๅไธ่ทฏ)๋ฅผ ๊ฐ์ ธ๋ค ์ฃผ์๋ค. ํนํ, ๊ณต์ฐ์
๊ณ์ ๊ฒฝ์ฐ ์ค์ ๋ก ๋ณด๋ ํ์ฅ๊ฐ๊ณผ ๋ฌด๋๋ผ๋ ํน์ฑ ๋๋ฌธ์ ๊ณต์ฐ ์ ๋ฐ์ ๋ํ ๊ฐ์๋ ์์์ ๋งค์ถ ๊ฐ์๋ก ์ธํ ์ด๋ ค์์ ๊ฒช์ ๋ฐ ์๋ค. ์ฅ๊ธฐํ๋ ์ฝ๋ก๋ ๋์ ํ ํ์์ ์๋ก์ด ํํ์ ์จ๋ผ์ธ ๊ณต์ฐ ์ปจํ
์ธ ๋ฅผ ๋ฑ์ฅ์์ผฐ๋ค. ๋ํ ์ ํฌ๋ธ(YouTube), ๋ทํ๋ฆญ์ค(Netflix) ๋ฐ ์๋ง์กด ํ๋ผ์ ๋น๋์ค(Amazon Prime Video)์ ๊ฐ์ OTT(Over-The-Top) ๋์์ ํ๋ซํผ๊ณผ์ ํ์
์ ํตํด ๋ด๋
ธ๋ฉ (New-Normal) ์๋์ ๋ํ ๋ํ๊ตฌ๋ฅผ ๋ง๋ จํ๊ณ ์ ํ๋ค.
ํํธ, ์์ ๊ฐ์ ํ์์ผ๋ก ์ธํด ๋ค์ํ ํํ์ ์จ๋ผ์ธ์ ์ด์ฉํ ๊ต์ก, ์๋ฃ, ์ฌํ๊ทผ๋ฌด ์์คํ
๊ณผ ์ํํธ์จ์ด์ ๋ํ ์ฐ๊ตฌ ๋ํ ์๋น ๋ถ๋ถ ๋ฑ์ฅํ์๋ค. ๋ฐ๋ฉด, ์จ๋ผ์ธ ๊ณต์ฐ๊ณผ ๊ด๋ จ๋ ์ฐ๊ตฌ๋ ์ด๋ก ์ ๋ฐฐ๊ฒฝ์ด ๋ฏธ์ฝํ๊ฑฐ๋, ์ง์ ์ฐ๊ตฌ๊ฐ ์ฃผ๋ฅผ ์ด๋ค๋ค. ๋ณธ ์ฐ๊ตฌ์์๋ ๊ธฐ์ ์์ฉ์ด๋ก , ์๊ธฐ๊ฒฐ์ ์ด๋ก , ๊ทธ๋ฆฌ๊ณ ์๋น๊ฐ์น์ด๋ก ์ ๊ธฐ๋ฐ์ผ๋ก ์ค๋ฌธ์กฐ์ฌ ๋ฌธํญ์ ๋ง๋ค์ด ์ด์ ๋ํ ๊ด๊ณ์ฑ์ ๋ํ ์๋ต์ ๋ค์ฏ๊ฐ์ง ๋จ๊ณ์ ๋ฒ์ฃผ๋ก ์กฐ์ฌํ์๋ค. ์กฐ์ฌํ ๋ฐ์ดํฐ๋ฅผ ๋ฐํ์ผ๋ก ์๋์ ๊ฐ์ ๋ถ์์ ์ํํ์๋ค.
์ฒซ์งธ, ๋น๋ ๋ถ์์ ์ฌ์ฉํ์ฌ ์จ๋ผ์ธ ๊ณต์ฐ์ ์์ฒญํ๋ ๊ฐ์ธ์ ์ฃผ์ ํ๋ซํผ๋ณ ์ธ๊ตฌํต๊ณํ์ ํน์ฑ๊ณผ ์ผ๋ฐ์ ์ธ ๊ณต์ฐ๊ด๋ ํ๋์์์ ์กฐ์ฌํ์๋ค. ๋์งธ, ์จ๋ผ์ธ ์ฑ๊ณผ์ ๋ํ ๋ชฐ์
๋์ ๋ง์กฑ๋์ ๋ํ ์ ๋ขฐ๋์ ํ๋น๋๋ฅผ ๊ฒ์ ํ๊ธฐ ์ํด ์์ธ๋ถ์, PLS ๋ฐฉ์์ ํตํด ์ด๋ฅผ ๊ฒ์ฆํ์๋ค. ์ธ ๋ฒ์งธ๋ก, ๊ตฌ์กฐ๋ฐฉ์ ์ ๋ชจํ์ ํตํด ๊ฐ์ค์ ์ ์ํจ๊ณผ ๋ณ์๋ค์ ์ํฅ์ฑ์ ํฌ๊ธฐ๋ฅผ ๊ฒ์ ํ์๋ค.
์์ธ ๋ถ์์ ์ค๋ฌธ์ง์ ์ ๊ณต๋ ๋ฐ์ดํฐ๊ฐ ํฌํจ๋ ์ฃผ๋ ์ฐ๊ตฌ ๋ชจ๋ธ์ด ๊ตฌ์กฐ๋ฐฉ์ ์ ๋ชจํ์ ์ฌ์ฉํ์ฌ ์ํฅ์ ํน์ ํฌ๊ธฐ๋ฅผ ์ธก์ ํ๊ธฐ ์ํด ๊ฒ์ฆ๋์์์ ๋ณด์ฌ์ฃผ์๋ค. ๊ตฌ์กฐ๋ฐฉ์ ์ ๋ชจํ๋ถ์์ ํตํด ์จ๋ผ์ธ์ผ๋ก ๊ณต์ฐ์ ๊ด๋ํ๋ ๋๊ธฐ์ ๊ฐ์ธ์ ๊ฐ์น๊ฐ ๋ชฐ์
์ํ์ ์ํฅ์ ๋ฏธ์น๊ณ , ๊ฒฐ๊ณผ์ ์ผ๋ก ์์ ๋ ๊ฐ์ง ์์ธ์ด ๊ฒฐํฉ๋ ๋ชฐ์
ํจ๊ณผ๊ฐ ์จ๋ผ์ธ ์ฑ๋ฅ์ ๋ํ ๋ง์กฑ๋์ ๊ธ์ ์ ์ธ ์ํฅ์ ๋ณด์ด๋ ๊ฒ์ ๋ณธ ์ฐ๊ตฌ์์ ํ์ธํ ์ ์์๋ค. ๊ฐ๊ฐ์ ์์ธ ๋ณ ๋ชจํ๋ถ์์ ๋ชจ๋ 0.01์ ์ ์ ์์ค์์ ํต๊ณ์ ์ผ๋ก ์ ์ํ ๊ฒ์ผ๋ก ๋ณด๊ณ ๋์๋ค. ๋ชจํ ์ ํฉ์น ์ญ์ 0.9๋ก ์๊ณ์์ค์ ๋์ด ๋ณธ ์ฐ๊ตฌ๊ฒฐ๊ณผ์ ์ ํฉ๋ ๋ํ ์ ์ํจ์ ๋ณด์ฌ์ฃผ์๋ค.
๋ค๋ง, ๋ณธ ์ฐ๊ตฌ์๋ ๋ช ๊ฐ์ง ํ๊ณ์ ์ด ์กด์ฌํ๋ค. ์กฐ์ฌ๋์์ด ํน์ ์ฐ๋ น๋ (20-40๋)์ ์๋น๋ถ๋ถ ๋ฐ์ง๋์ด ์์๊ณ , ์ค๋ฌธ์กฐ์ฌ์ ํน์ฑ์ ์ฃผ๊ด์ ์ ํ์ด ๊ฐ์
๋์ง ์์ ์ ์๋ค. ์กฐ์ฌ๋ ๊ฐ์ธ์ ํน์ฑ์ ๋ฐ๋ผ ๋ค๋ฅธ ๊ฒฐ๊ณผ์ ๋ํ ์๋ต์ ํธ์๋ฅผ ๊ณ ๋ คํ์ง ๋ชปํ์๋ค. ๋ํ, ์จ๋ผ์ธ ํ๋ซํผ๋ณ๋ก ๋ค๋ฅธ ์์คํ
๊ณผ ์๋น์ค๋ฅผ ์ ๊ณตํ๋ ์ ๋ฑ์์ ์ถํ์ ๋ ๋ง์ ์ค๋ฌธ ์ฐธ๊ฐ์๋ค๋ก ์ด๋ฌํ ๋ถ๋ถ๋ค๊น์ง ๊ณ ๋ คํ ์ฐ๊ตฌ๊ฐ ํ์ํ ๊ฒ์ผ๋ก ๋ณด์ธ๋ค.ABSTRACT 1
1 INTRODUCTION 4
2 BACKGROUND RESEARCH 6
2.1 Theoretical Framework 6
2.2 The Definition and Characteristics of OTT 8
2.3 The Global and South Korean OTT Market 9
2.4 Range of Online Performances Provided by Platforms 13
3 DATA 17
3.1 Data Collection 17
3.2 Basic Statistics and Characteristics 18
4 METHODOLOGY 21
4.1 Model Assessment and Adequacy of Questionnaire 22
4.2 PLS-SEM 23
4.3 Model Fit Criteria 24
5 RESULTS 26
5.1 Model Reliability, Sampling Adequacy, and Validity 26
5.2 Discriminant Validity 28
5.3 Hypotheses Testing Result 29
6 CONCLUSION AND DISCUSSION 31
7 REFERENCES 34
SUPPLEMENTARY MATERIALS 39
S1: Original survey questionnaire in English 39
S2: Extensive results of each questionnaire and effect of constructs 41
๊ตญ๋ฌธ์ด๋ก 48์
ํ๊ตฌ์ ๋ํ ๊ฐ์ ๋ฐ์ ์ค๋ช ๋ชจ๋ธ๋ก์์ ์๋ฎฌ๋ ์ด์ ์ด๋ก ๊ณ ์ฐฐ
ํ์๋
ผ๋ฌธ(์์ฌ)--์์ธ๋ํ๊ต ๋ํ์ :๋ฏธํ๊ณผ,2006.Maste