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A Study on the Influence of Webtoon Component Characteristics on Word-of-mouth intention: Mediating Effects of Writer-reader Interaction

This study analyzed and verified the effect of the component characteristics of webtoons, which have become a core content of online and mobile since the 2010s, on word of mouth intention and the mediating effect of writer-reader interaction. To this end, this study collected 381 copies of data through an online survey, and conducted frequency analysis, descriptive statistics analysis, reliability and validity verification, multiple regression analysis, and hierarchical regression analysis using the IBM SPSS Statistics 21.0 program. The results of this study are as follows. First, it was analyzed that the sub-factors of webtoon components had a significant effect in the order of directing and empathy, and informativity did not. Second, it was found that the writer-reader interaction significantly partially mediated the effect of webtoon components on word of mouth intention. Through the above results, it was confirmed that webtoon writers and platforms should make strategic efforts to achieve balance and harmony in various ways, including the comprehensive directing power of the work, sympathetic characteristics that promote more reader communication and bonding. 
