Earticle

초록

영어

This study analyzed the impact of YouTube creator characteristics and channel access factors on the intention to continue watching content, noting that the development of the digital media environment has diversified media audiences’ content preferences and access routes. Specifically, we analyzed the effects of YouTube creator trustworthiness, attractiveness, familiarity, and social influence, as well as the effects of recommendation services on perceived usefulness, perceived ease, and perceived enjoyment. The study found that creator credibility and recommendation service had a positive impact on the perceived usefulness of content, while intimacy and charm were important factors in increasing the easy of use and playfulness of content. These perceived usefulness, ease, and playfulness also had a strong positive impact on users’ intention to continue watching the channel. This suggests that trust and intimate relationships with creators and appropriate content recommendations play an important role in increasing user satisfaction and channel persistence. The significance of this study’s analysis of creator and channel access factors based on the extended technology acceptance model is that it shows the potential for extending and applying the existing technology acceptance model to the digital content environment.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 유튜브 크리에이터 특성
2.2 채널 접근 요인
2.3 확장된 기술수용모델과 지속시청 의도
3. 연구 모형 및 연구 가설
3.1 연구 모형
3.2 연구 가설
3.3 자료수집 및 연구방법
4. 연구분석 결과
4.1 표본의 인구통계학적 특성
4.2 측정모델의 신뢰도 및 타당도 검증
4.3 상관관계분석
4.4 구성개념 타당성 분석
4.5 연구 가설검증
5. 결론
5.1 연구 주요 결과
5.2 이론적 시사점
5.3 실무적 시사점
5.4 향후 연구방향
References

키워드

저자

• 조재희 [ Jae Hee Cho | Ph.D Student, Department of Industrial Management, Gyeongsang National University ] First Author
• 박상혁 [ Sang Hyeok Park | Professor, Graduate School of Entrepreneurship, Gyeongsang National University ] Corresponding Author
• 오승희 [ Seung Hee Oh | Research Professor, Graduate School of Entrepreneurship, Gyeongsang National University ] Co-Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005