지역 신문독자의 특성이 구독력 및 지속구독의도에 미치는 영향

The Impact of the Characteristics of the Readers of Local Newspapers on Their Ability to Subscribe and the Intent to Continue Subscription

The purpose of this study is to conduct an empirical analysis of the impact of the characteristics of the readers of newspapers upon their intent to continue subscription by mediating the ability to subscribe. For this study, the data were gathered from the individuals with experience in reading newspapers in the area of Busan, Ulsan, and Gyeongnam, over the period from April 16 to May 5, 2020. The survey was conducted with the said group electronically using SurveyMonkey (ko.surveymonkey.com). A total of 604 questionnaires were recovered, and after excluding 59 incomplete or unreliable questionnaires, a total of 545 valid questionnaires were used for the final analysis. The gathered data were coded and processed using the IBM SPSS statistics version 25.0 for windows and AMOS 25.0. The result of the verification of the study hypotheses was as follows; First, the characteristics of the local newspaper readers, which were the endogenous variables, were grouped into the four factors of usefulness, trust, readability, and ease of searching. Second, through exploratory factor analysis and confirmatory factor analysis, the exogenous variables were grouped into the four factors of reading engagement, reading comprehension, information comprehension, viral intent, and intent to continue the subscription. Third, the analysis of the hypothesis that the characteristics of the readers would have an impact on their ability to subscribe showed that the factors of usefulness, trust, readability, and ease of searching all had an impact on reading engagement, while usefulness, readability, and ease of search had an impact on reading interest and information comprehension. However, the trust did not have a significant impact on reading interest and information comprehension. Fourth, the analysis of the hypothesis that the ability to subscribe would have an impact on continued subscription showed that reading engagement had an impact on viral intent and the intent to continue the subscription. While reading interest and information comprehension also influenced the intent to continue the subscription, the reading interest, and information comprehension did not have a significant impact on viral intent.