As TV viewing on mobile devices increases, Korean broadcasters provide video clips that are made by re-editing the length or format of existing broadcast content. Traditional broadcasters and cable networks provide the edited video clips of their full live programs for free. The number of video clips for each live program is different, but generally 5 to 10 video clips for each live program are provided via online or mobile. understand the behavior of video clip consumers. This study is to understand the behavior of video clip consumers. We tried to examine how video clip consumers use video clip services according to their preferences and viewing habits. This study also aims to investigate the reason why Korean people watch short clips of television content. This study investigated the relationship between video clip use motives and actual usage of video clips. To analyze additional promotional effect of video clips, this study explore what motives are related to the intention to watch the live programs and to purchase VOD.

中文翻译：

---

视频剪辑消费的实证研究：关注观看习惯和使用动机

随着在移动设备上观看电视的增加，韩国广播公司提供的视频剪辑是通过重新编辑现有广播内容的长度或格式制作的。传统的广播公司和有线网络免费提供其完整直播节目的剪辑视频片段。每个直播节目的视频剪辑的数量是不同的，但是通常每个直播节目的5至10个视频剪辑是通过在线或移动方式提供的。了解视频剪辑消费者的行为。这项研究旨在了解视频剪辑消费者的行为。我们试图检查视频剪辑消费者如何根据他们的喜好和观看习惯使用视频剪辑服务。这项研究还旨在调查韩国人观看电视短片的原因。这项研究调查了视频剪辑使用动机与视频剪辑实际使用之间的关系。为了分析视频剪辑的其他促销效果，本研究探讨了与观看直播节目和购买VOD的意图相关的动机。