The purpose of this study is to analyze the factors influencing consumers’ selection of web-toon service through AHP (Analytic Hierarchy Process) analysis and to provide the strategy of web-toon service. To accomplish this study, theories, existing research and references related to AHP were sufficiently examined and selected the factors in the selection criteria. Surveys from consumers who used the web-toon service were conducted with selected factors. Through this, the results were analyzed by AHP analysis to find out the weighting values and the differences were examined and analyzed. The highest weighting factor in the first layer that consists of web-toon service was cinematic quality. The cinematic quality was the most important factor in the selection criteria of customers who use the web-toon service regardless of their preferred genre. Furthermore, it was confirmed that the weighting value or ranking changed in the second layer by genre. In this study, the effective basis of strategy were suggested by ranking the quantitative selection factors according to the preferred genre of consumers using web-toon services. In addition, This research provides some practical implications. That is, the web-toon service provider can easily recognize and respond to the customer’s requirements, which factors are important when the customer selects a specific genre from the web-toon genre.

1. 서 론
2. 이론적 배경
    2.1 웹툰 서비스 시장의 특성
    2.2 웹툰의 선행연구
    2.3 AHP(Analytic Hierarchy Process)기법
3. 연구모형 및 방법
4. 분석 결과
    4.1 연구 대상 및 방법
    4.2 표본의 인구 통계학적 특성
    4.3 제 1계층 우선순위 분석 결과
    4.4 제 2계층 세부 요인별 우선순위 분석 결과
    4.5 종합 우선순위 분석 결과
5. 결 론
    5.1 연구 결과의 요약
    5.2 한계점 및 제언
References

• Yongmin Oh(Business School, Hanyang University) | 오용민
• Hunsik Jung(Department of Global Business Administration, Konyang University) | 정헌식
• Jeman Boo(Business School, Hanyang University) | 부제만 Corresponding Author