Analysis of Factors of Success on Online VOD Contents

온라인 VOD 영상콘텐츠 흥행요인 분석

  • 안재현 (청운대학교 방송영상학과) ;
  • 김미경 (청운대학교 방송영상학과) ;
  • 민병현 (청운대학교 방송영상학과)
  • Received : 2009.09.18
  • Accepted : 2009.11.04
  • Published : 2010.03.28


As the result of correlation, the viewing rate of terrestrial broadcasting programs has a little bit affect on online VOD use. In addition, WOM(word of mouth) and online referral importantly influences to the picking with online VOD drama. The great popularity of main actors on drama affect a little bit the viewing of VOD drama but doesn't perfectly affect on it. However, the drama which is performed by great popular actors has positive affect on VOD use. This study result shows that the using of video depends on the effect of WOM, referral and commercial. The casting of a great popular actors plays role of the safeguard which affects viewing rate and add-value. That means the casting of a great popular actors doesn't connect with the success of release but the tool of defense from loss of profit.


Supported by : 청운대학교


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