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As generative AI is anticipated to bring revolutionary changes to the overall production of webtoons, there is growing interest in so-called ‘generative AI webtoons’ created using this technology. This study aims to explore the preference structure of webtoon users regarding generative AI webtoons through conjoint analysis. Additionally, the study examines the differences in preferences based on webtoon usage frequency and attitudes toward AI. The results indicate that webtoon users consider the degree of AI utilization as the most important attribute among the four. They prefer AI to be used supplementally (less than 30%) in the webtoon production process. In addition, drawing was the most preferred field of AI application. Furthermore, consistent preference patterns were found for the preferred author and the fantasy genre in terms of author and genre attributes, respectively. Differences in preferences for author and genre attributes were found based on webtoon usage frequency, with high-usage groups favoring author-centric consumption and low-usage groups favoring genre-centric consumption. Finally, webtoon users were divided into a positive and negative attitude group according to their attitude toward AI, and the difference between the two groups was confirmed in the degree of AI utilization and the field of AI application. The findings of this study, as an initial research on generative AI webtoons, can serve as foundational data for subsequent research and provide practical implications for the strategic planning of generative AI webtoons.
This study investigated the relationships among YouTube content types (Short-form/Shorts vs. Long-form), usage motivations, flow experiences, parasocial relationship(PSR), and the relief from loneliness. Data were collected through an online survey of 478 students enrolled in an online course at D University (Shorts users: 247, long-form users: 231). The findings are the following: First, six You tube usage motivation factors were identified; entertainment/relaxation, social interaction, information-seeking/learning, core content/convenience, background stimulation, and multi-tasking media use. Compared to long-form content, Shorts users exhibited stronger motivations for core content/convenience, while Long-form users showed stronger motivations for information-seeking/learning, background stimulation, and multi-tasking media use. Second, user experiences such as flow, PSR, and loneliness alleviation differed according to usage motivation, with entertainment/relaxation, social interaction, and background stimulation showing particularly positive effects. Third, Shorts users reported higher flow experience, whereas Long-form users exhibited stronger PSR. Both flow and PSR positively influenced the alleviation of loneliness. Furthermore, a consistent mediating effect was found in the relationship between content type and loneliness alleviation: Shorts were more effective through flow, while Long-form content was more effective through PSR formation. Finally, alleviation of loneliness significantly enhanced content satisfaction and continued viewing intention. The sequential mediation model confirmed that content type influenced satisfaction and continued viewing through the pathways of flow, PSR, and loneliness alleviation. The study highlights the importance of considering users’ psychological experiences in content planning and platform strategies. Theoretical and practical implications, along with research limitations, are discussed.
