컨텐츠 유통 플랫폼에서 이용자 참여와 생산자 반응의 적합성 효과에 관한 연구

The Effect of Congruency between User Participation and Producer Response on User Generated Content

Purpose - This study's objective is to analyze the content of the communications between users and producers based on the construal level theory. User generated content refers to content created in an online-based service where users and producers communicate interactively with each other. In a user generated content platform, the messages sent and received between the many players, the users and producers who use the content, may be analyzed at the psychological level based on construal level theory. Research design, data, and methodology - This study gath-ered user and producer participation through a snow-bowling sampling method. The data analyzed includes 125 video clips and 2,912 comments. The period of the data collection was from September 2014 to December 2014. The collected data was analyzed using a t-test and two-way ANOVA. Results - This study obtained the following research results. First, users who were a short social distance from producers re-sponded to user participatory activities stated in concrete lan-guage rather than abstract language. In contrast, users who were at a longer social distance from producers tended to re-spond to the content requesting user participation through ab-stract language. Second, if users and producers were at a short social distance from each other, user preference increased more when a producer response to user participation was expressed concretely rather than when it was expressed abstractly. In con-trast, if the users were at a longer social distance, users' pref-erences increased more when producer response was ex-pressed abstractly rather than when it was expressed concretely. Conclusion - This study found that the effect of suitability, in which the social distance and the content were in congruence at the construal level, could be observed. Therefore, based on this, academic and practical implications were drawn. The three main insights of the study are as follows. First, firms can use psychological factors to