게이미피케이션 메커니즘을 적용한 유튜브 콘텐츠 시청 경험 연구: ‘지구마불 세계여행 시즌1’을 중심으로

초록

TV programming to engage viewers has been around since legacy media. With the advent of digital media, creators and producers of legacy media have begun to shift their center stage to YouTube. They recognize that digital media allows for a more advanced level of viewer participation than the TV era, but they are finding it challenging to target the needs of YouTube viewers. This form of viewer participation in video content is described as “gamification,” the application of game mechanics to a non-game environment. This study aims to identify the key factors that influence viewer participation in YouTube content with game elements of motivation, competition, and relatedness. We selected <World Dice Tour 1> as a YouTube content for this study, and conducted a survey of viewers extracted from the QoE questionnaire. An Exploratory Factor Analysis was conducted on the survey results, and a total of four factors were found to be valid. Each of these factors are named Platform Factor, Relatedness Factor, Feedback Factor, and Interest Factor, and the most important one is analyzed as Platform Factor.

키워드