라이브 영상의 지속적시청의도에 영향을 미치는 선택속성에 관한 연구: 틱톡(TikTok) 라이브 방송을 중심으로

초록

With the rapid development of the Internet and the widespread application of big data, live streaming has become an integral part of modern digital life, influencing how users consume content and interact online. As a leading global live-streaming platform, TikTok faces intensified competition in attracting and retaining users. This study examines the effects of TikTok’s selection attributes, specifically interactivity, entertainment, informativeness, and reliability, on user immersion, satisfaction, and continuous viewing intention. Based on questionnaire data and analyzed using Structural Equation Modeling (SEM), the findings show that interactivity and entertainment have a significant positive influence on user satisfaction, which in turn plays a crucial role in predicting continuous viewing intention. Notably, informativeness and reliability do not directly impact user immersion, suggesting that users prioritize emotional and entertaining experiences over factual or trustworthy information in live streaming. These findings contribute to a deeper understanding of user behavior on live-streaming platforms and provide practical implications for content creators and platform managers. To enhance user engagement and loyalty, platforms like TikTok should focus on strengthening interactive features and entertainment value rather than relying solely on informational content. This study offers strategic insights for developing more effective content and engagement strategies in the highly competitive live-streaming industry.

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