Earticle

초록

영어

This study explored what motivates teenagers in China to watch Internet live streaming of games and how their motivations influence viewing satisfaction through the theoretical perspective of immersion. To address the research question and hypotheses of this study, a comprehensive literature review was conducted first to identify potential motivational factors for viewing Internet live streaming of games. The findings from the comprehensive literature review were then supplemented with interviews with 10 Chinese teenagers about their motivations for watching the medium to identify any other factors. Next, findings from the literature review and interviews were used to inform the design of a survey questionnaire that, following pre-testing and review by experts, was distributed offline to recruit a purposive sampling of Chinese teenagers. The results of exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) applied to the survey data indicate the motivations for watching Internet live streaming of games include interaction, entertainment/information seeking, perception of similarity to broadcast jockey (BJ), and distinctiveness (Research Question 1). Results of the structural equation model analysis showed that all these motivations positively influenced in immersion, and, thereby, supported Hypothesis 1. However, Hypothesis 2, which assumed that all motivations would have direct and positive effects on viewing satisfaction, was not supported as the factor of interaction was directly and negatively influenced satisfaction after watching the medium. Hypothesis 3, which predicted a mediating effect of immersion between motivations and viewing satisfaction, was supported. A total effect analysis based on the bootstrapping method found that teenagers’ perceptions of similarity to the BJ was positively significant for satisfaction by way of immersion. The results emphasized the importance of perceived similarity to the BJ in order to produce satisfaction and indicated that extraordinary interaction by BJ could unexpectedly decrease Chinese teenagers’ satisfaction after viewing the live streaming of games online.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 인터넷 개인 게임방송
2.2 이용과 충족이론
2.3 시청 몰입
3. 연구 방법
3.1. 자료 수집
3.2. 측정 문항
3.3 통계 분석
4. 결과
4.1 기초 분석
4.2 주요 결과
5. 결론 및 논의
5.1 연구결과의 요약
5.2 논의
참고문헌

키워드

저자

• 천위셴 [ Chen Yuxian | LBX 제약 사회적책임/브랜딩팀 ]
• 황성욱 [ Sungwook Hwang | 부산대학교 사회과학대학 신문방송학과 ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Journal of China Studies

• 간기

  계간

• pISSN

  1975-5902

• eISSN

  3022-5590

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 912 DDC 951