Earticle

초록

영어

This paper examines the features that make a YouTube channel attractive to users. Considering that drawing users’ attention is challenging on this platform, where voluminous amounts of videos are available, it is crucial to identify the factors that make users intend to subscribe to a YouTube channel. In this study, we used an online survey to collect data from 1125 respondents and an SEM model using Smart PLS 3.2.8 to analyze it. The results show that integrity and familiarity with a YouTube channel are positively correlated with trust in its creator, which leads to subscribing to the YouTube channel; value and accuracy also positively affect intention to subscribe to a YouTube channel via trust in content. This study enriches the field of research about trust in the creator and trust in content.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Theory and Background
2.1. YouTube
2.2. Uses and Gratifications Theory (UGT)
2.3. Trust in YouTube Channels
2.4. Intention to Subscribe (IS)
Ⅲ. Research Model and Hypotheses
3.1. Integrity, Familiarity → Trust in the Creator
3.2. Value, Accuracy → Trust in Content
3.3. Trust → Intention to Subscribe
Ⅳ. Research Method
4.1. Measures
4.2. Pilot Test
4.3. Data Collection
Ⅴ. Data Analysis
5.1. Sample Demographic Information
5.2. Measurement Model Analysis
5.3. Results of Hypothesis Testing
Ⅵ. Conclusion and Discussion
6.1. Theoretical Implications
6.2. Practical Implications

저자

• HyoSug (Terry) Chang [ Master’s degree, Management Information Systems, School of Business, Yonsei University, Korea ]
• Ho Geun Lee [ Professor, Business School, Yonsei University, Korea ]
• SeoYoung Lee [ Professor, DongYang University, North Seoul campus, Korea ] Corresponding author

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