소비자들의 디지털컨텐츠 선택 요인 : 웹툰을 중심으로

• 영문명: Factors of Consumer’s Digital Content Selection : Focusing on Web-toon
• 발행기관: 한국산업경영시스템학회
• 저자명: 오용민(Yongmin Oh) 정헌식(Hunsik Jung) 부제만(Jeman Boo)
• 간행물 정보: 『산업경영시스템학회지』제42권 제3호, 217~231쪽, 전체 15쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.09.30

영문 초록

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.

목차

1. 서 론

2. 이론적 배경

3. 연구모형 및 방법

4. 분석 결과

5. 결 론

키워드

AHP Selection Factors Web-toon Service Contents Service