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An Analysis of Media Competition on Internet video service - Focusing on the Gratification Niches -
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인터넷 동영상 플랫폼 서비스별 이용자 충족차원 적소분석

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Type
Academic journal
Author
Joo-Yeun Park (한국외국어대학교) Su-Cheol Park (한국외국어대학교)
Journal
Cybercommunication Academic Society Journal of Cybercommunication Academic Society Vol.35 No.2 KCI Accredited Journals
Published
2018.6
Pages
141 - 180 (40page)
DOI
10.36494/JCAS.2018.06.35.2.141

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An Analysis of Media Competition on Internet video service - Focusing on the Gratification Niches -
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Abstract· Keywords

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The purpose of this study is to investigate the substitution and complementary relationship of Youtube, AfricaTV, and NaverTVcast. This research collected data through an online survey of 483 general sample and compared Internet video service by the main concepts of niches on the gratifications such as niche breadth, niche overlap, and competitive superiority. And comparative analysis was conducted on the competitive relationship in five dimensions(i.e. ease of use, expression/sympathy, new pleasure, information/usefulness, killing time). Results derived from analysis on the niche breadth, niche overlap, and competitive superiority are as follows. For the niche breadth, Youtube generally had wider niche breadth compared to another service showed a different result value on the niche breadth in the order of each breadth by dimension. For the niche overlap, The three services are competitive because of the high degree of niche overlap. For competitive superiority, Youtube had higher competitive superiority in five dimensions(i.e. informative) compared to another service. NaverTVcast had higher competitive superiority in two dimensions(i.e. ease of use, information/usefulness) compared to AfricaTV. AfricaTV had higher competitive superiority in one dimensions(i.e. expression/sympathy) compared to NaverTVcast. As a result, Youtube-AfricaTV, Youtube-NaverTVcast have been identified as ‘competitive exclusion’. And AfricaTV-NaverTVcast have been identified as ‘competitive displacement’.
#인터넷 동영상 플랫폼 서비스 #충족적소 분석 #경쟁관계 #보완과 대체 #Internet video service #niches on the gratifications #Competitive relationship #Complement and replacement

Contents

요약
1. 문제제기
2. 이론적 논의
3. 연구문제 및 방법
4. 연구결과
5. 결론 및 함의
참고문헌
ABSTRACT

References (40)

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[학술지(정기간행물)] - 강명신 / 2002 / 텔레비전의 기능적 대안으로서 인터넷방송에 관한 연구 / 한국언론학보 46 (1) : 1 ~ 38 dbpia [단행본] - 금준경 / 2017 / MCN 비즈니스와 콘텐츠 에볼루션 / 북카라반 google schola [학술지(정기간행물)] - 김대한 / 2016 / OTT 서비스 이용자의 이용 동기가 이용만족과 지속사용의사에 미치는 영향 / 방송통신연구 (93) : 77 ~ 110 dbpia [학술지(정기간행물)] - 남궁협 / 1995 / 텔레비전 산업의 자원의존과 시장전략: 생태학적 적소이론을 중심으로 / 언론과 사회 8 : 120 ~ 140 dbpia [학술지(정기간행물)] - 반옥숙 / 2016 / 인터넷 개인 방송 지속 이용의 구조적 관계에 대한 연구: 확장된 기술수용모델을 중심으로 / 언론과학연구 16 (1) : 58 ~ 95 google schola

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UCI(KEPA) : I410-ECN-0101-2018-331-003134579