재가공형 숏폼 영상 콘텐츠에 대한 인식이 원본 콘텐츠 저항의도에 미치는 영향: 이용 동기, 대체와 보완, 혁신, 규범 요인을 중심으로

초록

The prevalence of re-edited short-form video content, particularly on platforms like YouTube, has been on the rise. However, the creation of such content often involves unauthorized use of original materials, leading to legal issues such as copyright infringement. This study investigates how user perceptions of re-edited short-form video content influence their resistance intention toward original content. Predictive factors include user motivation, substitution and complementarity, innovation, and normative factors. A survey was conducted among individuals with experience using both original and re-edited content, followed by hierarchical regression analysis. The findings reveal that substitution, complementarity, relative cost advantage, perceived compatibility, and group norms significantly affect resistance intention toward original content. Notably, group norms exhibited the strongest explanatory power for the outcome variable. Furthermore, substitution and complementarity factors were identified as the most critical contributors to model explanation. This study provides practical implications for promoting ethical use of re-edited short-form video content while protecting the copyrights of original content creators.

키워드