[논문]An Empirical Study of YouTube Knowledge Contents Viewing and Purchase Intentions: Focusing on The Survey of <Chekgrim> Subscribers

Jeong-Hye Han; Haeng-Eun Kim; Sung-Tae Kim

doi:10.7236/ijibc.2024.16.3.33

[국내논문] An Empirical Study of YouTube Knowledge Contents Viewing and Purchase Intentions: Focusing on The Survey of <Chekgrim> Subscribers

International journal of internet, broadcasting and communication : IJIBC, v.16 no.3, 2024년, pp.33 - 46

Jeong-Hye Han (Center of BDSI, Korea University) , Haeng-Eun Kim (Center of BDSI, Korea University) , Sung-Tae Kim (School of Media & Communications, Korea University)

Abstract ▼ AI-Helper

As YouTube is rapidly growing as an information platform, we investigated practical impacts of YouTube knowledge content and creator characteristics on viewer satisfaction and purchase intention. In so doing, an empirical survey was conducted among the viewers of <Chekgrim>, one of representative book YouTube channels in Korea. A total of 641 valid samples were analyzed. This study aims to understand the impact of knowledge contents on YouTube, and creator characteristics on viewer satisfaction and purchase intention. Specifically, for the study, content characteristics were divided into three sub-factors: entertainment, information, and interactivity, and the creator characteristics were divided into two sub-factors: intimacy and professionalism. Viewing satisfaction and purchase intention were set as dependent variables. The results of various analyses confirm that creator characteristics have direct and indirect effects on viewers' purchase intentions, and in particular, intimacy has the greatest influence on purchase intentions. This is expected to be a meaningful empirical analysis for future influencer marketing strategies and effective communications between content creators and consumers.

Keyword

표/그림 (7)

표 Table 1. Organization of metrics
표 Table 2. Descriptive statistics of survey sample
그림 Figure 1. An analytic model for the study
표 Table 3. Regression analysis results between motivation to use knowledge content and viewing satisfaction
표 Table 4. Regression analysis results between knowledge content viewing satisfaction and purchase intention
표 Table 5. Regression analysis results between motivation to use knowledge
표 Table 6. Mediating effects of knowledge content viewing satisfaction

참고문헌 (40)

Nasmedia, "NPR 2023 Internet User Survey," pp. 51, 2023.
YouTube Korea Blog, https://youtube-kr.googleblog.com/2021/12/2021-YT-KR-trends.html.
YouTube Korea Blog, https://youtube-kr.googleblog.com/2021/12/youtube-2021.html.
J. H. Lee, E. S. Jang, J. H. Park and H. Y. Kim, "A Study on Readers' Book Discovery Channels and Trends in Enhancing Discoverability of Domestic and Foreign Books," Publication Industry Promotion Agency of Korea, pp. 1-345, Dec 2015.
H. J. Paek, K. S. Kim, and T. Hove, "Content analysis of antismoking videos on YouTube: message sensation value, message appeals, and their relationships with viewer responses," Health education research, Vol. 25, No. 6, pp.1085-1099, Oct 2010. DOI: https://doi.org/10.1093/her/cyq063

상세보기
F. X. Zhao and S. M. Nam, "The Effect of Characteristics of One-Person Media Content and Creator on Satisfaction, Continuous Usage and Purchase Intention," Journal of Industrial Innovation, Vol. 38, No. 2, pp. 11-25, Jun 2022. DOI: http://doi.org/10.22793/indinn.2022.38.2.002
I. H. Ow, "The Effect of YouTube User's Motivation to Use Knowledge Contents on Purchase Intention of Online Lecture in Talent Market," Master of Media communication, Hanyang University, Korea., 2022.
C. S. Lee and L. Ma, "News sharing in social media: The effect of gratifications and prior experience," Computers in human behavior, Vol. 28, No. 2, pp. 331-339, Mar 2012. DOI: https://dx.doi.org/10.1016/j.chb.2011.10.002

상세보기
J. M. Park and J. W. Oh, "Media Traits and Usability of Internet and Television," Journal of Communication Science, Vol. 1, No. 1, pp. 156-192, 2001.
J. Y. Youn, J. Y. Yoo, and J. S. Lee, "The Effect of Motivation and User Characteristics on Use Satisfaction and Continuous Use Intention in YouTube Vlog," The Journal of the Korea Contents Association, Vol. 20, No. 4, pp. 189-201, Apr 2020. DOI: https://doi.org/10.5392/JKCA.2020.20.04.189

원문보기 상세보기
S. Y. Kim, E. Yu, and J. M. Jung, "The Impact of Viewing Motivation and Social Viewing on Continued Use and Willingness to Pay in the Personal Broadcasting Service: Focused on AfreecaTV," Review of Cultural Economics, Vol. 19, No. 3, pp. 57-84, Dec 2016.
S. Y. Moon and Y. A. Kim, "Study of Youtube Beauty Contents, Usage motivation, Satisfaction and Intention of Continuous Useage of Beauty Majors," Journal of the Korean Society of Cosmetology and Aesthetics, Vol. 9, No. 3, pp. 405-415, Dec 2019.
M. H. Kim, Y. J. Song, and S. M. Choi, "A Study on the Factors Influencing the Continuous Use Intention of NaverTV: Focusing on the Perceptions of the Online Video Service and Advertising," Advertising Research, Vol. 0. No. 123, pp. 5-41, Dec 2019. DOI: http://dx.doi.org/10.16914/ar.2019.123.5

상세보기
H. W. Kim, H. W. Kang, and G. Y. Baek, "Digital Ethnography Korean Youtubers' interaction with viewers," Broadcasting & Communication, Vol. 19, No. 2, pp. 49-90, Jun 2018. DOI: http://dx.doi.org/10.22876/bnc.2018.19.2.002
W. B. Kim and H. J. Choo, "The Effects of SNS Fashion Influencer Authenticity on Followers' Behavioral Intention - Focusing on the Mediating Effect of Fanship," Journal of the Korean Society of Clothing and Textiles, Vol. 43, No. 1, pp. 17-32, Feb 2019. DOI: https://doi.org/10.5850/JKSCT.2019.43.1.17

원문보기 상세보기
E. J. Ahn, "The Influence of YouTube Book Curation Contents on Perceived Usefulness and Purchase Intention-Focusing on Information Adoption Model (IAM)-," Graduate School of Media and Communication, Kyung Hee University, Korea., 2021.
Forbes, https://www.forbes.com/sites/forbescoachescouncil/2021/12/07/twelve-digital-marketing-trends-for-2022-and-how-to-take-advantage-of-them/?sh76f4974d7138, 2023.11.10.
K. S. Jeong, Y. H. Ham, and S. N. Kim, "Current Status and Characteristics of YouTube Videos Related to Book Introduction," Studies of Korean Science, Vol. 46, No. 6, pp. 47-79, Dec 2020. DOI: http://dx.doi.org/10.21732/skps.2020.97.47

상세보기
B. Z. Erdogan, M. J. Baker and S. Tagg, "Selecting celebrity endorsers: The practitioner's perspective" Journal of Advertising Research, Vol. 41, No. 3, pp. 39-48, May 2001. DOI: http://dx.doi.org/10.2501/JAR-41-3-39-48

상세보기
M. Xiao, R. Wang, and C. O. Sylvia, "Factors affecting YouTube influencer marketing credibility: A heuristic-systematic model," Journal of Media Business Studies, Vol. 15, pp. 188-213, Jul 2018. DOI: http://dx.doi.org/10.1080/16522354.2018.1501146

상세보기
E. H. Kim and S. H. Kim, "The Effects of Interest in Beauty Videos and Beauty Creator Reliability on Cosmetics Purchase Intention," Journal of the Korean Society of Cosmetology, Vol. 24, No. 6, pp. 1325-1336, Dec 2018.
J. H. Lee, J. H. Kim, and E. J. Lee, "The effects of BJ attributes of e-Sports contents on viewers' satisfaction, immersion and re-viewing intention," The Korea Journal of Sports Science, Vol. 29, No. 3, pp. 461-473, Jun 2020. DOI: https://doi.org/10.35159/kjss.2020.06.29.3.461

상세보기
T. W. Park and K. Y. Lee, "An Integrated Model of Information Processing of eWOM in Social Network Service," Advertising Research, Vol. 0, No. 100, pp. 172-224, 2014.
M. H. Son and M. Y. Kim, "What Influences YouTube Viewers' Job Engagement? The Role of Vlog Content Characteristics, Vlogger Characteristics, and Educational Value," International Journal of Internet, Broadcasting and Communication, Vol. 15, No. 2, pp. 1-13, May 2023. DOI: https://doi.org/10.7236/IJIBC.2023.15.2.1

원문보기 상세보기
J. H. Lee, S. H. Lee, J. H. Yoon, "The impact of personal characteristics and social viewing of YouTube personal travel," Korea Academic Society of Hotel Administration, Vol. 28, No. 4, pp. 51-71, Jun 2019. DOI: http://dx.doi.org/10.24992/KJHT.2019.06.28.04.51.
J. C. Oh and S. H. Hwang, "A Study on Viewing Satisfaction and Subscription Intention of Personal Creator Broadcasting Viewer: Moderating Effect of Self-Congruity and Customer Innovativeness," The e-Business Studies, Vo. 19, No. 6, pp. 137-157, Dec 2018. DOI: http://dx.doi.org/10.20462/TeBS.2018.12.19.6.137

상세보기
S. Zhao and M. H. Kim, "A Study on the Complex Relationship of Chinese SNS Influencer's Impression Management on User's Flow and Purchase Intention," The Korean Society of Science & Art, Vol. 38, No. 2, pp. 267-280, Mar 2020. DOI: http://doi.org/10.17548/ksaf.2020.03.30.267

상세보기
J. H. Lee, S. H. Jang, and M. J. Kim, "The Effect of YouTube Sports Branded Content Characteristics on Viewing Satisfaction, Brand Image, and Purchase Intention," the Korea Journal of Sports Science, Vol. 32, No. 5, pp. 411-425, Oct 2023. DOI: http://dx.doi.org/10.35159/kjss.2023.10.32.5.411

상세보기
H. J. Jeon and E. S. Kim, "A study on the degree of information satisfaction and visit intention of consumers according to the characteristics of on-line information sources for restaurants," International Journal of Tourism and Hospitality Research, Vol. 32, No. 8, pp. 133-148, Aug 2018. DOI: https://doi.org/10.21298/IJTHR.2018.08.32.8.133

상세보기
S. J. Han, "The Effect of Characteristics of YouTube Tourism Contents on Use Satisfaction, Continuous Use Intention and Information Sharing Intention," Journal of Corporation and Innovation, Vol. 43, No. 3, pp. 155-175, Sep 2020, DOI: http://dx.doi.org/10.20462/JCI.2020.43.3.155
Y. H. Cho and S. H. Lim, "Psychological Effects of Interactivity for Internet Live Broadcasting Viewers: Moderating Role of User Motivations on Parasocial Interaction, Social Presence, and Flow, Korean Journal of Broadcasting & Telecommunications Research, Vol. 105, pp. 82-117, Jan 2019.
N. G. Jin and J. K. Lee, "The Effects of One Person Media Broadcasting Use Motivation and Social Viewing on Consumer Brand Attitudes, Brand Engagement, and Purchase Intention," The Journal of the Korea Contents Association, Vol. 20, No. 7, pp. 30-46, Jul 2020, DOI: https://doi.org/10.5392/JKCA.2020.20.07.030

원문보기 상세보기
J. S. Kim and S. B. Yang, "The Effect of Content Quality and Creator Attributes on the Satisfaction and Behavioral Intention on Personal Broadcasting Muckbang Channels: Based on the Elaboration Likelihood Model," The journal of internet electronic commerce research, Vol. 19, No. 5, pp. 257-281, Oct 2019, DOI: https://doi.org/10.37272/JIECR.2019.10.19.5.257

상세보기
J. H. Kim, S. H. Han, and J. H. Yoon, "The Effect of YouTube Tourism Contents Quality and Information Source Characteristics on Satisfaction with Viewing, Continuous Viewing Intention and Future Visit Intention," Korean Journal of Hospitality and Tourism, Vol. 30, No. 7, pp. 217-235, Oct 2021, DOI: https://doi.org/10.24992/KJHT.2021.10.30.07.217

상세보기
K. Y. Lee and D. K. Sung, "Factors Influencing on the Flow and Satisfaction of YouTube Users," The Journal of the Korea Contents Association, Vol. 18, No. 12, pp. 660-675, Dec 2018. DOI: https://doi.org/10.5392/JKCA.2018.18.12.660

원문보기 상세보기
S. Cho and H. S. Kim, "Determinants of Purchase Intention for IPTV-VOD Contents," Knowledge Management Research, Vol. 16, No. 3, pp. 41-63, Jan 2015. DOI: http://dx.doi.org/10.15813/kmr.2015.16.2.003

원문보기 상세보기
E. K. Park, "Relationships among Characteristics of Tourism Contents on YouTube, User Satisfaction and Travel Intention: Additional test of differences among the variables by user characteristics," Tourism Management Research Organization, Vol. 25, No. 2, pp. 183-207, Mar 2021, DOI: https://doi.org/10.18604/tmro.2021.25.2.10

상세보기
F. Cheng and J. S. Lee, "The Impact of the Educational Influencer Characteristics of the Short Video App Tik Tok on the Intention to Purchase Online Knowledge Content," A Journal of Brand Design Association of Korea, Vol. 19, No. 2, pp. 77-94, Jan 2021, DOI: https://doi.org/10.18852/bdak.2021.19.2.77
S. J. Han, "The Effect of Characteristics of YouTube Travel Contents on Users' Satisfaction and Travel Intention," Journal of Tourism Enhancement, Vol. 10, No. 3, pp. 65-80. Aug 2022. DOI: http://dx.doi.org/10.35498/kotes.2022.10.3.65

상세보기
J. H. Lee, "A Study on the Immersion and Product Purchase Intention of the Contents Provided by Influencers," The e-Business Studies, Vol. 24, No. 1, pp. 17-33, Feb 2023. DOI: https://doi.org/10.20462/tebs.2023.2.24.1.17

상세보기

표제어: PCR

동의어: Packet Collision Rate

용어 설명 출처 목록 (6)

용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

내보내기 구분	파일저장 인쇄 메일전송
구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
저장형식	Text(ASCII format) Excel format RefWorks Direct Export RIS format (for Reference Manager, ProCite, EndNote), Scholar's Aids, Mendeley
메일정보	받는사람 (필수) @ 보내는사람 (선택) @ 제목 내용 KISTI 검색결과 이메일 서비스
안내	총 건의 자료가 검색되었습니다. 다운받으실 자료의 인덱스를 입력하세요. (1-10,000) 검색결과의 순서대로 최대 10,000건 까지 다운로드가 가능합니다. 데이타가 많을 경우 속도가 느려질 수 있습니다.(최대 2~3분 소요) 다운로드 파일은 UTF-8 형태로 저장됩니다. 파일의 내용이 제대로 보이지 않을실 때는 웹브라우저 상단의 보기 -> 인코딩 -> 자동선택 여부를 확인하십시오. ~ Text(ASCII format) Excel format

연합인증