뷰티 유튜버의 인구학적 속성과 채널 구독 이용 동기가 태도, 지속시청 의도, 구전 의도에 미치는 영향

초록

The purpose of this study was to examine the efects of YouTube beauty chanel usage behavior, personal viewing motivation, and social viewing motivation on the satisfaction of YouTube beauty chanels and the intention to spread sharing. Acordingly, an online survey was conducted on 315 adult men and women belonging to the online community. The results of this study are as folows. First, the more education level and the number of subscription chanel, the les satisfaction of YouTube beauty chanels. It was found that among the personal motives of use, the motive of seking fun and the motive of seking information, the sense of social presence had a statisticaly signifcant efect on the satisfaction of YouTube beauty chanels. Second, the more education level and and the number of subcription chanel, the les continuing intention of Youtube chanels. Time saving, usage seking, entertain seking, reliabilty seking and interaction motives had an impact on the continuing intention of YouTube chanels. Finaly, the more educational level and quantiy of contents, the les intention to spread sharing. Among the personal motives, usage seking, entertaining seking, precision seking, social presence and interaction motives had an impact on the intention to spread sharing. The variable influencing the spreading intention of YouTube beauty chanel sharing had a signifcant influence on the frequency of YouTube usage among the media usage behaviors. In aditon, the satisfaction of YouTube beauty chanels was found to have a signifcant influence on the intention to spread sharing.

키워드