Earticle

초록

영어

This study examines how motivations for webtoon consumption within platform-based digital content environments influence user satisfaction and purchase intention. Grounded in the uses and gratifications theory, it investigates the effects of information seeking, escapism and tension release, enjoyment, convenience, interactivity, and genre characteristics, and compares these relationships between Japanese and Korean users. Data were collected through an online survey and analyzed using structural equation modeling. The results show that several motivations significantly influence user satisfaction, which in turn has a positive effect on purchase intention. In addition, the findings reveal cross-national differences in the relationships among key variables. User satisfaction functions as a crucial mechanism linking motivations to purchase behavior on digital content platforms. Ultimately, the study explains user behavior within platform-based digital content environments and provides insights into purchase behavior within freemium-based digital content services.

목차

Abstract
I. Introduction
II. Literature Review and Hypothesis Development
1. Webtoons as Platform-Based Digital Content
2. The Uses and Gratifications in Digital Platforms
3. Motivations for Webtoon Use
4. Information Seeking
5. Escapism and Tension Release
6. Enjoyment
7. Convenience
8. Interactivity
9. Genre Characteristics
10. User Satisfaction
11. Purchase Intention
III. Methodology
IV. Results
1. Measurement Model Testing
2. Structural Model and Hypothesis Testing
3. Mediation Effect Results
4. Results of PLS-MGA
V. Conclusion
Reference

키워드

저자

• Kwon, Youngkyung [ Ph. D. Candidate, Graduate School of International Media, Communication and Tourism Studies, Hokkaido University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  콘텐츠와산업 [Journal of Contents and Industry]

• 간기

  격월간

• pISSN

  2765-317X

• 수록기간

  2019~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 600 DDC 700