숏폼 동영상 콘텐츠 이용과 본방송 시청 간 경쟁 및 보완 요인 : 방송 콘텐츠의 재가공형 숏폼을 중심으로 (The Competitive and Complementary Factors Between the Use of Short-Form Video Content and Watching Real-Time Broadcasts : Focusing on Reprocessed Short-Forms of Broadcast Content)

이 연구는 숏폼 동영상 시청이 본방송 시청을 대체하는지, 유인하는지를 살피고자 했다. 이를 위해, 숏폼 동영상 콘텐츠 이용과 이용 동기를 독립변인으로, 영상 형식과 정보탐색특성을 조절변인으로 설정하였으며 설문조사로 수집된 170개의 데이터를 바탕으로 연구가설 검증을 진행했다. 연구결과, 드라마 장르의 경우 숏폼 동영상 콘텐츠 이용 동기 중 선택적 이용 동기왿� 화제성 이용 동기가 드라마 본방송 시청에 영향을 주는 것으로 확인됐다. 예능오락 장르에서 본방송 시청에 영향을 미치는 요인은 숏폼 동영상 콘텐츠 이용, 선택적 이용 동기, 대인관계 동기, 화제성 동기였다. 또한 숏폼 동영상 콘텐츠 이용과 본방송 시청의 관계에서 의례적 정보탐색의 조절효과가 나타났다. 시사교양 장르는 정보추구 동기만이 본방송 시청에 유의미한 영향을 미쳤다. 또한 숏폼 동영상 콘텐츠 이용과 본방송 시청의 관계에서 하이라이트형 영상형식의 조절효과가 확인됐다. 본 연구는 숏폼 동영상 콘텐츠의 이용 증가에 따른 본방송 시청 패턴의 변화를 대체 및 보완의 관계에서 살피고자 했다는 점에서 탐색적인 의미를 가진다. 이러한 연구결과는 보다 정밀한 후속연구를 위한 이론적 토대가 될 수 있을 것이라고 본다.

This study aimed to examine the relationship between watching short-form videos content and watching real-time broadcasts. Among them, we wanted to find out whether the reprocessed short form of broadcast content leads to increased watching of real-time broadcasts. The purpose of this study is to explore whether short-form and real-time broadcasts are in a competitive or complementary relationship. To achieve the research objectives, the use and motivation of short-form video content were set as the independent variables, whereas the video format and information-seeking features were designated as the moderator variables. The study analyzed 170 data points collected through a survey. As a result of the study, in the case of the drama genre, it was confirmed that among the motivations for using short-form video content, the motivation for selective use and the motivation for topicality affect the watching of real-time broadcasts. In addition, the moderating effect of ritual information-seeking was confirmed to be significant in the relationship between using short-form video content and watching real-time broadcast. In the entertainment genre, the factors influencing the watching real-time broadcast were the use of short-form video content, the motivation for selective use, the motivation for personal relations, and the motivation for topicality. In addition, the moderating effect of browsing-information-seeking was found in the relationship between the use of short-form video content and watching the real-time broadcasts. It was found that the degree to which the use of short-form video content in the entertainment genre leads to watching the real-time broadcasts increases among people with a low tendency to seek ritualistic information. In the case of the current affairs genre, only information seeking motive had a significant effect on watching the real-time broadcasts. In addition, the moderating effect of video format—highlighted as a key variable—was confirmed in the relationship between the use of short-form video content and the viewing of real-time broadcasts. People who rarely use highlight-type short-form video content had a consistent level of watching real-time broadcasts of the current affairs genre, regardless of the extent of their use of short-form video content. In contrast, for those who frequently use highlight-type short-form video content, the degree to which they continue to watch the real-time broadcasts decreases as their use of short-form video content increases. This study has an exploratory meaning in that it aimed to examine the changes in real-time broadcasts viewing patterns due to the increase in the use of short-form video content in a competitive and complementary relationship. These findings can serve as a theoretical foundation for more precise follow-up studies.