OTT 플랫폼 영화 특성이 시청자의 관람 의도에 미치는 영향 - 지각된 상호작용성과 매개된 실재감의 중재 효과 분석 -
The Impact of OTT Platform Film Characteristics on Viewers' Intention to Watch - An Analysis of the Mediating Effects of Perceived Interactivity and Mediated Presence -
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초록
본 연구는 OTT 플랫폼을 통해 제공되는 영화 특성이 관객들의 관람 의도에 미치는 영향과 이를 매개하는 중요변수들에 대해 조사하였다. 첫째, 영화 특성인 시나리오, 이용 편리성, 비주얼이 관람 의도에 긍정적인 영향을 미치는것으로 나타났다. 둘째, 이러한 영화 특성은 지각된 상호작용성, 매개된 실재감, 이용자 몰입에도 모두 유의한 영향을 미치는 것으로 나타났다. 셋째, 지각된 상호작용, 매개된 실재감, 그리고 이용자 몰입이 영화 특성과 관람 의도 간의 관계에서 모두 유의한 부분 매개효과를 발휘하는 것으로 나타났다. 이러한 결과는 영화 제작자나 마케팅 담당자들에게 영화의 다양한 측면들이 관객들의 관람 의도에 미치는 영향을 이해하는 데 중요한 정보를 제공하며, 이들 중간 변수를 강조하고 강화함으로써 시청자들의 관람 의도를 높일 수 있는 전략을 구상할 수 있다.
Abstract
This study explores how characteristics of movies available on OTT platforms influence viewers’intention to watch, focusing on the important mediating variables. First, it was noted that characteristics such as scenarios, convenience of use, and visual elements positively influence viewers' intentions to watch movies. Second, these characteristics significantly affect perceived interactivity, mediated realism, and user immersion. Third, perceived interactivity, mediated realism, and user immersion were found to have significant mediating effects on the relationship between film characteristics and viewers' intentions to watch movies. These findings provide valuable insights for filmmakers and marketing professionals for understanding the impact of various aspects of films on viewers' intention to watch and for devising strategies to enhance these intermediate variables to increase viewership.
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