국내 웹소설 이용자의 이용동기에 관한 연구

Abstract

The purpose of this study is double fold. One is to derive the types of reading motivation of web novel users based on the theory of use and gratification. The other one is to empirically investigate the relationship between their satisfaction and continuous use intention. For the research data were collected through a nine-day survey. 324 users who had read web novels from November 1 to November 8, 2021 were participated in the survey. From the analyses five types of motivations were found, including 'information', 'convenience', 'entertainment', 'relationship pursuit', and 'curious pursuit'. Among these motivational types, 'convenience' was the most influential one in determining the satisfaction of web novel users. This shows that convenience is the most important factor which web novel users pay attention to in reading web novels. It was also found that the user's satisfaction had a significant effect on the intention to continue the use of web novels. In other words, the more satisfied users were, the higher their intention to continue the use in the future.On the basis of this study suggests that marketing strategies should focus on the convenience-related motivation of web novel users. This marketing strategies are believed to be useful because the convenience-related motivation is likely to not only increase their satisfaction but also contribute to the intention of using them in the future.