Earticle

초록

영어

The latest movement in live video streaming service is mobile personal broadcasting (MPB), which refers to consumers accessing service through social media with mobile devices. Features such as enhanced user interaction and real-time broadcasting, combined with greater variety of content has led MPB to bloom. The increase in MPB users calls for research, including the hedonic motivational angle. The purpose of this study is to assess MPB users’ intrinsic motives through the hedonic-motivation system adoption model (HMSAM) using seven factors: joy, temporal dissociation, escapism, focused immersion, perceived ease of use, perceived usefulness and intention to watch. Survey was analyzed with statistical techniques such as confirmatory factor analysis and structural equation modeling. Results showed that time dissociation, escapism and perceived ease of use have positive relationships with heightened enjoyment. Joy significantly affects focused immersion and intention to watch. Escapism also had statistically significant influence on focused immersion.

목차

Abstract
 Ⅰ. 서론
  1) 연구 배경
  2) 연구 목적
 Ⅱ. 연구가설
  1) 시간 흐름 미인지 (Temporal Dissociation)
  2) 인지된 사용 편의성 (Perceived Ease of Use) 및 인지된 유용성 (Perceived Usefulness)
  3) 현실도피감 (Escapism)
  4) 즐거움 (Joy)
 Ⅲ. 연구방법
  1) 표본 구성
  2) 변수의 조작적 정의
  3) 변수의 구성과 신뢰도
  4) 연구 모형의 적합도
 Ⅳ. 연구결과
 Ⅴ. 결론
 참고문헌

저자

• 임재완 [ KAIST 경영대학, 정보경영 석사과정 ]
• 박병호 [ KAIST 경영대 학, 교수 ] 교신저자

참고문헌