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Explicating Motivations & Attitudes Affecting the Persistent Intention to Adopt Binge-Watching

수용자의 몰아보기 이용동기와 지속적 이용의도에 영향을 미치는 영향 요인에 대한 연구

  • 한순상 (중앙대학교 미디어커뮤니케이션학부) ;
  • 유홍식 (중앙대학교 미디어커뮤니케이션학부) ;
  • 신동희 (중앙대학교 미디어커뮤니케이션학부)
  • Received : 2016.10.25
  • Accepted : 2016.12.28
  • Published : 2017.02.28

Abstract

In 2013 the Netflix, an OTT in USA, launched all at once 13 episodes of the House of Cards season. Binge-watching is the word which means watching continuously 2~6 episodes of a TV program with one sitting, the new normal of TV watching behavior, cultural and social currents all over the world. This study has analyzed the factors and motivations which affect to the persistent intention to use binge-watching. It conducted an online survey from 333 Quota sample from Korean age groups between 20th~60th with 81 questionnaires. The 5 groups were induced as motivation factors to binge-watching. The 3 groups which consisted of , , are affecting as positive to intention to use binge-watching. But the other 2 groups which are and doing as negative. The survey has shown that the persistent intention to binge-watching is affected by ages more younger, whom doing binge watching more frequently, whom estimating more higher to the conceived usefulness to use. As a theoretical model, expanded technology acceptance model was adopted and US drama House of Cards. This study could promote the next generation contents planning and S-VOD service industry.

Keywords

Binge Watching;Viewing Behavior;Conceived Ease to Use;TAM;House of Cards

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