Earticle

초록

영어

YouTube has become a popular platform for vlogs. Among various forms of vlogs, office worker vlogs, in which a person engaged in a specific job shows his/her work environment and daily routine, are gaining popularity. Thus, focusing on office worker vlogs, the present research investigates the effects of office worker vlogs’ characteristics (i.e., vlogger characteristics, vlog content characteristics) on the YouTube viewers’ growth needs, job commitment, and turnover intention. Specifically, this research examines whether vlogger characteristics (i.e., job similarity, homophily, and credibility) and vlog content characteristics (i.e., informativeness, vividness, and aesthetics) influence the YouTube viewers’ growth needs. Moreover, this research examines whether (1) the YouTube viewers’ growth needs affect their job commitment and turnover intention; and (2) job commitment impacts turnover intention among the YouTube viewers. With a sample of YouTube viewers of office worker vlogs (N = 215), structural equation modelling was implemented to investigate the relationships in the proposed model. The results indicate that (1) perceived job similarity to the office worker vlogger is positively associated with the growth needs of YouTube viewers; (2) perceived homophily with the office worker vlogger is positively associated with the growth needs of YouTube viewers; (3) perceived credibility with the office worker vlogger is positively associated with growth needs of YouTube viewers; (4) perceived informativeness of the office worker vlog is positively associated with the growth needs of YouTube viewers, albeit marginally significant; (5) perceived vividness of the office worker vlog is positively associated with the growth needs of YouTube viewers; (6) perceived aesthetics of the office worker vlog is positively associated with the growth needs of YouTube viewers; (7) the YouTube viewers’ growth needs are positively associated with their job commitment and turnover intention; and (8) the YouTube viewers’ job commitment is negatively associated with their turnover intention. The findings provide important implications for the production and use of office worker vlog contents.

목차

Abstract
1. Introduction
2. Theoretical Background and Hypotheses Development
2.1 Office Worker Vlog
2.2 Vlogger Characteristics and Growth Needs
2.3 Vlog Content Characteristics and Growth Needs
2.4 Growth Needs, Job Commitment, and Turnover Intention
3. Method
3.1 Data Collection
3.2 Measures and Data Analysis
4. Results
4.1 Measurement Model
4.2 Hypotheses Testing: Structural Model
5. Conclusion
References

키워드

저자

• Minhee Son [ Professor, Dept. of Business Administration, Dongguk University-WISE Campus, Gyeongju, Korea ]
• Moon-Yong Kim [ Professor, College of Business, Hankuk University of Foreign Studies, Seoul, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  The International Journal of Advanced Smart Convergence

• 간기

  계간

• pISSN

  2288-2847

• eISSN

  2288-2855

• 수록기간

  2012~2025

• 십진분류

  KDC 326 DDC 380