Earticle

초록

영어

This study aims to explore the Internet personal broadcasting quality factors that influence viewer satisfaction and dissatisfaction based on the motivation-hygiene theory. Specifically, the quality factors that affect viewer satisfaction of Internet personal broadcasting are derived from the perspectives of extrinsic (contents usefulness and media usability), intrinsic (emotional/cognitive/behavioral enjoyment and creator characteristics), and social motivation (visibility, subjective norm, image, sociality). The data of 200 respondents was used to analyze the relative impact of satisfaction and dissatisfaction with the Kano model, which assumes that viewer satisfaction at both functional and emotional levels varies over quality attributes. In the empirical analysis, the quality factors were classified into attractive, one-dimensional, must-be, and indifferent quality. In addition, it was found that the customer satisfaction coefficient was high in the order of uniqueness, differentiation, and visibility. On the other hand, as a result of applying the dissatisfaction coefficient, it was identified in the order of donation, content reliability, and creator responsiveness.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 인터넷 개인방송
2.2 인터넷 개인방송 서비스의 Kano 품질요인
2.3 Kano의 이원적 모델
3. 연구방법
3.1 인터넷 개인방송 품질항목
3.2 자료수집방법
4. 연구결과
4.1 Kano 모델 분석결과
4.2 인터넷 개인방송 고객만족계수 결과
5. 결론 및 시사점
References

키워드

저자

• 문윤지 [ Yunji Moon | Professor, Catholic University of Pusan ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005