원문정보
The Effect of Social Affordances in Social Live Streaming Service
초록
영어
During the last decade, social live streaming service like Periscope, Ustream, and YouNow has developed from a niche market into a mainstream activity. In this media environment, social live streaming service has a tremendous impact on the social behaviors of users. Despite the rapid development, there are a lack of studies to make better understand the media environment changes through social live streaming service. This study adopted an affordances approach that leads us to identify six distinctive social affordances (visibility, accessibility, information sharing, social interaction, role-taking, interactive revenue) for user engagement in social live streaming service. Specifically, this study explores the impact of social affordances on perceived flow, followed by user engagement including passive and active engagement. Empirical data analysis with 258 questionnaires suggests that social affordances affected users’ flow perception, and flow has an effect on active as well as passive engagement. Contrary to the expectation in a hypothesized research model, only the impact of accessibility on flow was rejected.
목차
1. 서론
2. 이론적 배경
2.1 소셜 라이브 스트리밍 서비스(SLSS : Social Live Streaming Services)
2.2 소셜 어포던스(Social Affordances)
2.3 플로우(Flow)
2.4 참여도(Engagement)
3. 연구모형 및 가설
3.1 소셜 어포던스와 플로우
4. 연구방법론
4.1 설문지 수집
4.2 측정항목
5. 연구결과
5.1 단일차원성
5.2 가설검증
6. 결론 및 시사점
References