## 3 Research Model  
Our study examines how the interaction between eWOM and webtoon characteristics affects webtoon performance, as represented by the publication period and gamification, to enhance customers' responses or reduce service uncertainty as it pertains to online streaming content. Previous studies have suggested that eWOM moderates sales or purchase behavior. For example, [PERSON] and [PERSON] [25] indicated that the factors of game popularity and player experience play moderating roles in eWOM's effect on the decision to purchase games, while [PERSON] et al. [32] demonstrated a moderating role of consumers' risk attitudes in online user reviews on consumers' willingness to pay. [PERSON] et al. [34] showed that review ratings exert an indirect effect on sales through sentiments. Furthermore, [PERSON] et al. [10] studied the contingent influence of Facebook likes on product sales based on product and deal characteristics. [PERSON] and [PERSON] [27] also indicated that the helpfulness of reviews can affect the relationship between eWOM and box office revenue. These previous studies used the theory of adverse selection, assuming that adverse selection is created by asymmetric information between the buyer and seller, to understand online consumers' reliance on eWOM. However, online streaming content service providers' decisions to further their services can be understood with respect to factors beyond remedying adverse selection and asymmetric information. While previous studies have thoroughly examined eWOM's effect on product sales, few studies have investigated the interaction between eWOM and online streaming content service characteristics. Specifically, there is a gap in understanding how this interaction can enhance the influence of service characteristics on service performance or diminish service uncertainty stemming from these service characteristics in the context of online streaming content. Our study identifies moderating webtoon characteristics that are related to online streaming content service providers' decisions to further their online streaming content service and past customers' responses presented through eWOM. Our research intends to expand on the findings of previous studies (e.g., [PERSON] et al. [10], [PERSON] and [PERSON] [25]) by showing that eWOM can enhance the effects of service characteristics (author experience, genre (drama or fantasy), completion) on service performance. Furthermore, our study intends to enhance previous studies (e.g., [PERSON] et al. [35], [PERSON] et al. [10]) by identifying the moderating webtoon characteristics (transfer to paid service and publication time (Wednesday)) to show that eWOM enhances social engagement and evaluations of recommendations' quality by reducing social risks. These webtoon characteristics are factors that serve either to facilitate the effects of eWOM on online streaming contents' service performance or reduce their service uncertainty from the service provider's perspective. Thus, it is necessary to examine how eWOM interacts with various service contexts to explain online streaming content service providers' further implementations with regard to service. The service characteristics that interact with eWOM to enhance customer responses include author experience, genre popularity, and webtoon completion (including suspension), while the service characteristics that interact with eWOM to reduce service uncertainty include the transfer to a paid service and unpopular publication times. First, author experience can be considered among the factors that affect online streaming content service expansion and performance. Internet experience is related to user persistence, in that a lack of experience results frequently in rapid withdrawal from the internet as an information source. If a consumer possesses a greater internet experience, s/he tends to have greater confidence in the internet based on a different perception of online channels' attributes than does an internet novice.