포털사이트 간 경쟁 : 이용자의 서비스 충족에 대한 적소이론을 중심으로
- Issued Date
- 2010
- Abstract
- This thesis is about the competition of portal site service focused on Korea typical portal site - Naver, Daum, Nate. Therefore, the research design of this thesis is to measure the user's and gratification in terms on perception, information, entertainment, individuality, socialization, sociality, habituation with portal service included search, e-mail, community, mini-homepage/blog, game and news.
The purpose of this thesis is to empirically test the competition of portal site service focused on portal site - Naver, Daum, Nate. Three-hundred twenty four questionnaires were collected from students in Chosun University.
The results of datd analysis based on the niche theory shows that Naver has superiority to Nate in the aspect of perception and information. And Nate has superiority to Naver in the aspect of entertainment, individuality, socialization, sociality, and habituation. Moreover, Daum has not any niche supriority to all other portal sites.
Key words : portal site service, competition, niche theory, gratification
- Alternative Title
- Competition of Portal Site: Focused on Niche Theory about Users' Satisfaction of Services
- Alternative Author(s)
- Wang, Xue
- Department
- 일반대학원 신문방송학과
- Advisor
- 박선희
- Awarded Date
- 2011-02
- Table Of Contents
- ABSTRACT
제 1 장 서론 ······························································································1
제 1 절 문제제기······················································································1
제 2 절 논문의 구성 ················································································4
제 2 장 이론적 논의·····················································································5
제 1 절 포털 서비스의 특징······································································5 1. 포털사이트의 개념···········································································5
2. 국내 포털사이트 서비스 분류····························································6
3. 포털 서비스의 이용현황····································································7
제 2 절 적소이론·····················································································9
1. 적소 이론의 주요개념······································································9
2. 적소이론의 분석틀·········································································10
2.1. 적소폭·····················································································10
2.2. 적소중복··················································································12
2.3. 적소우위··················································································13
2.4. 경쟁, 보완, 대체·······································································15
3. 적소이론을 적용한 선행연구···························································17
3.1. 매체 간의 비교연구···································································17
3.2. 커뮤니케이션 기능 간의 비교연구···············································20
제 3 절 이용과 충족 이론········································································21
1. 이용과 충족 이론의 개념································································21
2. 추구하는 충족과 획득된 충족··························································23
제 4 절 연구문제····················································································24
제 3 장 연구방법 ······················································································25
제 1 절 연구 설계··················································································25
제 2 절 조사대상····················································································25
제 3 절 설문지 구성···············································································27
제 4 장 연구 결과······················································································28
제 1 절 네이버, 다음, 네이트의 충족 요인···················································28
제 2 절 네이버, 다음, 네이트 간의 경쟁·····················································33
1. 적소폭···························································································33
2. 적소중복························································································34
3. 적소우위························································································35
제 5 장 결론·····························································································38
제 1 절 연구 결과의 요약·······································································38
제 2 절 연구의 한계 및 제언···································································42
참고문헌····································································································43
부록: 설문지······························································································48
표 목 차
적소이론의 기본개념········································································10
적소이론의 핵심개념········································································15
응답자의 특정·················································································26
하루 평균 이용시간·········································································26
포털 서비스 이용정도······································································27
3대 포털의 인지성, 정보성 요인분석··················································29
3대 포털의 오락성, 개인성 요인분석··················································30
3대 포털의 사회성 요인분석··························································30 3대 포털의 사교성 요인분석·························································31 3대 포털의 정체성 요인분석···························································31
3대 포털의 습관성 요인분석···························································32
3대 포털의 요인별 평균, 표준편차, 신뢰도계수·································33
3대 포털의 요인별 적소폭······························································33
3대 포털 간 요인별 적소중복··························································34
3대 포털의 요인별 적소우위···························································36
그림 목차
매체 간 경쟁 구도의 네 차원··························································16
이용과 충족이론에 관한 Katz 등의 연구 모형···································22
- Degree
- Master
- Publisher
- 조선대학교 중앙도서관
- Citation
- 왕설. (2010). 포털사이트 간 경쟁 : 이용자의 서비스 충족에 대한 적소이론을 중심으로.
- Type
- Dissertation
- URI
- https://oak.chosun.ac.kr/handle/2020.oak/9045
http://chosun.dcollection.net/common/orgView/200000241418
- Appears in Collections:
- General Graduate School > 3. Theses(Master)
- Files in This Item:
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