의학정보 유튜브 콘텐츠 지속이용의도, 확산의도의 영향요인 탐색 : 개인적 심리, 콘텐츠 평가, 사회규범, 그리고 인지된 유용성을 중심으로

초록

The current study examined the effects of Youtube medical content users’ health information orientation, perceptions of satisfaction and credibility in using Youtube medical content, social norms, and perceived usefulness and easiness on intention of continuous use and diffusion of Youtube medical contents. A survey was conducted with a sample of 295 adults resided in the areas of Seoul and Kyunggi-do. Results indicated that social norm about use of Youtube medical content and perceived usefulness were related to perceived credibility about Youtube medical content. Health information orientation, perceived usefulness, perceived easiness, and social norm about use of Youtube medical content were positively related to perception of satisfaction with the use of Youtube medical content. Both credibility and satisfaction about Youtube medical content showed positive significant relationships with the intention of continuous use, and the satisfaction variable was more highly associated with the intention of continuous use. Lastly, the intention of continuous use showed a considerably high association with diffusion about the Youtube medical content. As Youtube medical channels of university hospitals and medical professionals have been increasing, the findings of the current study may provide some insights in planning of medical contents for Youtube users.

키워드