코로나19 기간 웹 드라마, 예능 프로그램 시청자의 확산 및 수용 행위에 미치는 요인에 관한 연구: 확장된 계획행동이론을 중심으로

Abstract

코로나19 팬데믹으로 인하여 온 세계 사람들의 생활방식이 이른바 ‘집콕’ 즉, 외출하지 않고 모든 것을 집안에서 해결하는 형태로 변화하고 있다. 이러한 외부 활동 제한으로 일상생활에서 인터넷 활용 범위가 더 확대된 것으로 보인다. 따라서 사람들이 웹 기반의 드라마, 예능 프로그램 등 온라인 동영상 콘텐츠 이용이 늘었다. 본 연구는 계획행동이론에 근거하여 코로나19 발생 후 웹 드라마, 예능 프로그램 시청자들이 확산 및 수용 행위에 어떠한 요인이 영향을 미치는지 살펴보고자 하였다. 특히, 시청자가 확산 및 수용 행위에 대한 태도, 주관적 규범, 자기 효능감과 시청자들이 SNS 이용 증가가 행위에 영향을 주는 요인이라 예측하고, 이러한 요인들이 어떠한 영향을 미치는지를 밝혀내고자 하였다. 연구결과는 확산 행동에 대한 태도와 주관적 규범이 각각 확산 의도에 긍정적인 영향을 미치는 것으로 나타났다. 또한 수용 행동에 대한 태도와 주관적 규범, 자기 효능감이 각각 수용 의도에 긍정적인 영향을 미치는 것으로 나타났다. 확산 의도가 확산 행위에 긍정적인 영향을 미치며, 수용 의도가 수용 행위에 긍정적인 영향을 미치는 것으로 나타났다. 확장된 계획행동이론 변인이 확산 및 수용 행위에 직접효과와 간접효과를 모두 갖는다는 것으로 보인다. 특히 태도가 확산 및 수용 행위에 각각 긍정적인 영향을 미치는 것을 확인하였고 코로나19 이후 SNS 이용 증가 변인이 확산 행위에만 긍정적인 영향을 미치는 것을 확인하였다.|Because of the COVID-19 pandemic, people around the world are adopting the “stay at home” lifestyle, which refers to solving everything at home without going out. Due to the restrictions on outdoor activities, the scope of Internet use in daily life seems to have expanded further (Nasmedia, 2021). Therefore, the use of online content such as web-based dramas and entertainment programs has increased. Thanks to the success of web dramas such as Netflix original “Squid Game” and “D.P.”, Netflix holds 47 percent of the total number of paid subscription OTT app users in Koreas as of September 2021 (IGAWorks, 2021). With the emergence of social network services (SNS) and YouTube, cultural barriers such as language are being broken down. The hash tag “SquidGame” has recorded 51.1 billion views on TikTok, and memes related to this web drama are flooding on TikTok and other social media platforms (Lee, 2021.10.04.). Memes are attracting users’ attention and causing them to become involved in collective participation behaviors such as uploading memes on the internet. Memes are also one of the cultural symbols that are being spread through word of mouth (Cho, 2016). Media characteristics and social context have influenced the spread of internet memes (Cho, 2016) as “Ontact” culture continues to spread in the COVID-19 pandemic. Online communication has increased and the behavior of sharing content from individuals’ daily lives has become a part of life which is not restricted to only influencers and artists but anyone and everyone. From the national perspective, due to COVID- 19, the consumption of OTT, news, dramas, variety programs, movies, entertainment content etc. through portal sites and videos on personal devices have now become a part of people’s daily lives (Korea Press Foundation, 2020). Therefore, based on the theory of planned behavior (Ajzen, 2002) which has been used a lot to predict people’s social and cultural behavior, there is a need to study what factors determine the diffusion and acceptance behaviors of web dramas and entertainment programs on SNS or websites among viewers post COVID-19. In other words, it is necessary to find out the changes in the thoughts of viewers of web dramas and variety shows as it relates to their SNS usage due to COVID-19 and the factors influencing diffusion and acceptance behaviors of information related to the web content they watch on SNS. The research results are as follows. Firstly, it was found that among the variables of the extended theory of planned behavior, attitudes and subjective norms related to diffusion behavior had a positive effect on diffusion intention respectively. Secondly, among the variables of the extended theory of planned behavior, it was found that attitudes, subjective norms, and self-efficacy in relation to acceptance behavior had a positive effect on acceptance intention respectively. Thirdly, it was found that diffusion intention had a positive effect on diffusion behavior and acceptance intention had a positive effect on acceptance behavior. Fourthly, it was found that the influence of some of the variables of the extended theory of planned behavior on diffusion behavior was mediated by diffusion intention. It means that the variables of the extended theory of planned behavior has both direct and indirect effects on diffusion behavior. Finally, it was found that the influence of some of the variables of the extended theory of planned behavior on acceptance behavior was mediated by acceptance intention. It means that the variables of the extended theory of planned behavior has both direct and indirect effects on acceptance behavior. This study confirmed that in the process of diffusion and acceptance activities, behavior towards attitude had a positive effect on diffusion and acceptance behaviors respectively. As Netflix web content becomes very trendy, viewers have positive attitudes towards searching for posts related to the content, and with the significant increase of subscribers of video platforms including TikTok, people’s positive attitudes towards online activities is proven. Also the increase in SNS use in the COVID-19 pandemic only has a positive effect on diffusion behavior, which could mean that there is a high possibility that people will engage in unintended diffusion activities while using SNS.