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A Study on Mobile Video Usage of Generation Z in the Republic of Korea based on the Grounded Theory – Focused on YouTube -

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 67(), pp.313-329
  • DOI : 10.25111/jcd.2019.67.24
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : February 25, 2019
  • Accepted : April 27, 2019
  • Published : April 30, 2019

Park, Joo-hyun 1 Lee Younjoon 2

1홍익대학교 일반대학원 디자인학부
2홍익대학교

Accredited

ABSTRACT

This study analyzes personal and environmental contexts of mobile video usage of the Generation Z by analyzing the Generation Z and their mobile video usage behavior from the qualitative point of view, and proposes their types and perspectives of mobile video usage. The purpose of this study is to suggest basic data for mobile video experience design. For this research purpose, the experience of Generation Z was collected through individual interviews, which was analyzed through the grounded theory methodology. As a result, the core category of mobile video usage of Generation Z was ‘self-centered coping on restriction and enjoying videos’. It suggests that mobile video viewing of Generation Z is a strategic process that uses videos and video platforms to cope with daily life constraints caused by causal and contextual conditions and to take pleasure. There are four types of mobile video usage of Generation Z: ‘YouTube Preference Type’, ‘Mania Channel Preference Type’, ‘Hybrid Channel Preference Type’, and ‘SNS Preference Type’. This study made four types of personas depending on each type.

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