삐리삐리(Bilibili) 인터랙티브 영화에서 YZ세대 시청자의 시청동기가 시청만족도에 미치는 영향 -탄막(弹幕) 만족도와 몰입을 매개변수로- = The Influence of Viewing Motivation on Viewing Motivation on Viewing Satisfaction of Generation YZ in Bilibili Interactive Films -Focusing on the Mediating Role of Barrage Satisfaction and Flow-

국문 초록 (Abstract)

본 연구는 이용과 충족 이론을 바탕으로 인터랙티브 영화 시청자의 시청 동기를 분석하고, 삐리삐리 인터랙티브 영화의 시청 동기가 시청 만족도에 미치는 영향과 시청 동기와 시청 만족도의 관계에서 탄막 만족도와 몰입이 어떤 매개 역할을 하는지 설문을 통해 분석하였다. 설문은 2024년 4월 15일부터 22일까지 8일간 진행되었으며, 총 286명의 응답이 최종 분석에 사용되었다. 분석 결과는 다음과 같다. 첫째, 삐리삐리 인터랙티브 영화 시청 동기는 시청 편리성, 휴식, 즐거움 추구, 시간 보내기, 흥미성으로 나타났다. 둘째, 삐리삐리 인터랙티브 영화 시청 동기(시청 편리성, 휴식, 즐거움 추구, 시간 보내기, 흥미성)는 모두 시청 만족도에 영향을 미쳤으며, 특히 시간 보내기 동기가 가장 큰 영향을 주었다. 셋째, 삐리삐리 인터랙티브 영화 시청 동기와 시청 만족도의 관계에서 탄막 만족도는 부분적인 매개 역할을 하였다. 넷째, 시청 동기와 시청 만족도의 관계에서 몰입 또한 부분적인 매개 역할을 하였다. 다섯째, 삐리삐리 인터랙티브 영화에서 탄막 만족도는 몰입에 긍정적인 영향을 미쳤다. 본 연구 결과는 삐리삐리 인터랙티브 영화 시청자의 태도를 이해하는 데 유용한 참고자료가 될 것이다.

다국어 초록 (Multilingual Abstract)

This study analyzes the viewing motivations of interactive film audiences using the Uses and Gratifications Theory and examines how the viewing motivations for the interactive film ‘Bilibili’ influence viewing satisfaction. It also investigates the mediating roles of Barrage Satisfaction and immersion in the relationship between viewing motivations and satisfaction. The survey was conducted over eight days from April 15 to April 22, 2024, with a total of 286 responses used for the final analysis. The results are as follows. First, the viewing motivations for the interactive film ‘Bilibili’ were identified as viewing convenience, relaxation, the pursuit of enjoyment, passing time, and interest. Second, all viewing motivations (viewing convenience, relaxation, the pursuit of enjoyment, passing time, and interest) had an impact on viewing satisfaction, with the motivation of passing time having the most significant influence. Third, Barrage Satisfaction partially mediated the relationship between viewing motivations and viewing satisfaction. Fourth, immersion also partially mediated the relationship between viewing motivations and satisfaction. Fifth, Barrage Satisfaction had a positive effect on immersion in the ‘Bilibili’ interactive film. The results of this study provide valuable insights for understanding the attitudes of ‘Bilibili’ interactive film viewers.

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