Earticle

초록

영어

This research was performed to identify the role of the attributes of the interactive medium as gratification opportunities, which affect users' motivation of choosing a certain media in the competitive environment. For this purpose, we employed uses and gratifications theory and motivational model to develop our research model. The results of this research show that there are differences among similar functions that may influence behavioral intention of choosing a media. Our research addresses the adoption of the new media as a behavior of choosing new one and alternating existing functions that have satisfied users' needs.

목차

Abstract
 서론
 이론적 배경
 연구모델의 구성
 실증분석
 연구결과
 결론 및 토의
 참고 문헌

저자

• 한은정 [ 숙명여자대학교 경영학과 박사과정 ]
• 서보밀 [ 숙명여자대학교 경영학부 부교수 ]

참고문헌