지각된 유튜버 소비가치 평가 요인이 유튜버 윤리교육 필요성 인식에 미치는 영향 : 유튜버 비윤리적 행위 인식을 매개하여

초록

This study explores factors affecting the perception of necessity for YouTuber ethics education. For the analysis, survey data on perception of YouTuber from Media Research Center of Korea Press Foundation was used. A structured survey on 1,000 YouTube users was conducted. In this study, perceived YouTuber consumption values were used for independent variable and perception on YouTuber’s unethical behavior was used for mediating variable. Exploratory factor analysis of YouTuber consumption value confirms that they divided into two factors; content value and ethical value. The result of structural equation model analysis shows that content value and ethical value were found to have statistically significant impact on perception on YouTuber’s unethical behavior. Also perception on YouTuber’s unethical behavior, which is mediating variable, have positive impact on perception of necessity for YouTuber ethics education. This study is valuable as it measures the need and performance of actual impose of YouTuber ethics education by discovering explanatory variables for the perception of necessity for YouTuber ethics education.

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