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Analysis of audience attitude according to AfreecaTV Strategy Simulation Game BJ attributes - Focusing on Viewer Satisfaction, Loyalty, Viewing Purpose, Viewing Attitude -

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 62(), pp.105-118
  • DOI : 10.25111/jcd.2018.62.09
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : December 11, 2017
  • Accepted : January 24, 2018

Lim， Jeong-yeop 1,  KIM JONG MOO I 2

1단국대학교 방송영상미디어학과
2단국대학교

Accredited

ABSTRACT

The one-person media market, a new channel for individuals to produce various contents themselves and share them with many people, has grown greatly with the development of Internet communication technology, the propagation of smartphones, and the popularization of video contents production tools. One of the most active one-person media is the online personal broadcasting. Previous studies on personal broadcasting have mainly focused on industrial aspects and analyzing viewer attitudes, however, there have been no studies related to the perspectives of the broadcasters or their characteristics. Therefore, in this study, I sought to analyze the audience attitude according to the characteristics of the online personal broadcasters, which lacks research from the academic perspective despite the steady growth of the industry for more than 10 years. In order to carry out this study, the attributes of Broadcasting Jockeys (BJs), were classified into five categories: professionalism, reliability, attractiveness, intimacy, and similarity. I have set the dependent variable, which is the viewer attitudes, in three categories: viewing satisfaction, loyalty, and purpose of viewing. The attitude of viewers was analyzed according to BJ's attributes. I have set three research questions, and in order to verify them, I conducted a questionnaire survey on viewers of AfreecaTV, which is a popular platform for online personal broadcasting. As a result of analyzing the viewing satisfaction, loyalty, and viewing purpose of online personal broadcasting in relation to characteristics of creators one-person media, among the attributes of the BJs(professionalism, reliability, attractiveness, intimacy, similarity), the reliability and intimacy influenced all of viewing satisfaction, loyalty, and viewing purpose. On the other hand, professionalism of BJ showed significant effect on viewing satisfaction, BJ's attractiveness impacted viewer's loyalty, and BJ's attractiveness and similarity impacted viewer's viewing purpose. However, neither the attractiveness and similarity of the BJ have a statistical significance on loyalty, nor the BJ's professionalism on viewing purpose. This study is an analysis on the audience attitude in relation to the characteristics of personal broadcasters which has not been carried out in the past, and is significant as it was conducted on the actual creators and viewers of online personal broadcasting. It is expected that the result of this research will be used as a reference material for online personal broadcasters and a persuasive empirical research data for practical uses.

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