산경연구논집 (IJIDB) Vol. 10 No. 1 (p.59-67)

A Study on Switching Intention of Broadcasting Service to MCN Service by Migration Theory

새로운 방송 서비스로의 이전:이주 이론을 통한 MCN으로 전환의도 연구
키워드 :
MCN,Multi-Channel Network,Migration Theory,PPM(Pull-Push-Mooring),Switching Intention

목차

Abstract
1. 서론
2. 이론적 배경
  2.1. MCN의 정의 및 현황
  2.2. 이주 이론과 PPM모형
3. 연구 설계
  3.1. 연구 모델 및 가설
  3.2. 연구 변수 및 측정 항목
4. 연구 결과
  4.1. 자료 수집 및 표본의 인구통계학적 특성
  4.2. 분석방법
  4.3. 구조모형 분석 결과
  4.4. 가설의 검증
5. 결론
  5.1. 연구의 시사점
  5.2. 연구의 한계점 및 연구 방향
References

초록

Purpose - The Millennial Generation, which grew in the wake of the spread of the Internet and rapid changes in the media environment, is rapidly moving from the traditional broadcasting environment to the Internet-broadcasting environment in terms of content acceptance. With the emergence of UGC (User-generated content), the change in the status of single-person content creators enables the growth of multi-channel networks (MCN), a new content-distribution platform and an agency concept for single creators. Youtube-based MCN produces multiple single star producers and casts and provides its own video series through Youtube. It is also emerging as a major M&A target for global media providers in terms of providing content to a wide range of consumers with the same interests and consumption characteristics. In addition, for the Millennials generation, which are part of their lives, MCN is becoming the most suitable media for TGIF (Twitter, Google, i-phone, Facebook). Accordingly, this study defines newly emerging MCNs and analyzes the factors for accepting MCN-produced content based on the push-pull-mooring (PPM) model.
Research design, data, and methodology - An empirical analysis is performed through a questionnaire survey. For this purpose, 204 people who have experience of watching MCN were studied. Collected data is processed through analysis of a structural equation model using R to test the hypothesis.
Results - For the MCN service to become an alternative to existing media, it is necessary to continuously promote cultural diversity and diversity of attempts that conventional media cannot provide. It is the attractiveness of the alternative that has the greatest influence on the intention to switch to a MCN service. When we look at MCN content so far, certain patterns such as game progress, introduction, food, and chat rooms have already appeared. We need to overcome this and develop a completely new conceptual content that we have never seen before. This requires a more generous viewer perception of the topics covered. For diversity, linguistic and verbal violence should be tolerant in common sense to provide a foundation for securing cultural diversity.
Conclusions - In this study, we tried to develop a comprehensive approach to the substitution effect of MCN. In terms of academic achievement, the PPM model is used to enhance the utilization of media and broadcasting. Practical implications are to provide an analytical framework for verifying alternative or complementary effects when viewers switch to MCN.