Journal of Convergence for Information Technology (융합정보논문지)

Convergence Society for SMB (중소기업융합학회)
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A Study on How Reference Groups, Convenience and Pursuit of Information Affect Subscription-Based Webtoon Service Usage through Reliability and Curiosity

준거집단, 편의성, 정보추구가 신뢰성 및 궁금증을 통해 유료웹툰이용에 미치는 영향에 관한 연구

  • Lee, Ji-Hun (College of Adults, the Department of Business Administration, Seowon University)
  • 이지훈 (서원대학교 평생교육대학 경영학전공)
  • Received : 2017.03.11
  • Accepted : 2017.04.10
  • Published : 2017.04.28
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Abstract

This study was undertaken to understand how reference groups, convenience and pursuit of information affect subscription-based Webtoon service usage through reliability and curiosity, through which this study provides some suggestions for developing Webtoons and increasing profitability of service providers. Therefore, the reliability and feasibility analysis were conducted for 449 readers who used the paid webtoon more than once. In addition, the causality test was conducted to verify the research model. As a result of the research, this study shows the following implications: First, it is recommended that webtoon service providers produce webtoons with the webtoonists who have more expertise developing new webtoons. Second, webtoon service providers should focus on advertising during the episodes that are currently being subscribed to, or in the next episodes in order to stimulate the usage needs of readers rather than focusing on advertising the products related to the characters and their development and sales. Third, webtoon service providers are supposed to develop webtoons by using materials that can appear in everyday life. Fourth, webtoon service providers should continue their research in order to develop high quality products and express the unique characteristics of their advertisements by increasing investment in the development of products and advertising.

본 연구는 준거집단, 편의성, 정보추구, 신뢰성, 궁금증이 유료웹툰이용과의 인과관계성을 살펴보고, 본 결과를 이용하여 웹툰 개발 및 서비스 기업의 수익성 도출을 위한 제안점을 제시하고자 하였다. 따라서 유료웹툰 1회 이상 이용한 독자 449명을 대상으로 신뢰성 및 타당성 분석을 하였다. 또한 연구모형을 검증하기 위해 인과관계 검증을 실시하였다. 연구 결과 다음과 같은 시사점을 찾아내었다. 첫째, 웹툰 기업들은 웹툰 개발시 좀 더 전문성이 높은 작가를 섭외하여 제작하여야 한다. 둘째, 웹툰 기업들은 캐릭터를 이용한 광고와 상품 개발 및 판매를 통해 독자로 하여금 웹툰 이용 욕구를 높이기보다는 현재 이용 중인 웹툰에 대해 다음 호나 차시 광고에 초점을 맞추어 이용자의 이용 욕구를 자극할 수 있도록 노력해야 할 것이다. 셋째, 웹툰 기업들은 일상생활에서 나타날 수 있는 것들을 소재로 사용하여 웹툰을 개발해야 할 것이다. 넷째, 웹툰 기업들은 상품 및 광고개발에 대한 투자를 좀 더 높여 다양하고 질 좋은 상품 개발과 광고의 독특성을 표현할 수 있도록 지속적 연구가 진행되어야 할 것이다.

Keywords

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