디지털융복합연구 (Journal of Digital Convergence)

  • 제18권11호
  • /
  • Pages.465-475
  • /
  • 2020
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

유튜브 BJ 속성이 정보의 유용성, 정보탐색만족도 및 행동의도에 미치는 영향 -e-스포츠콘텐츠 중심으로

The Effect of YouTube BJ Attributes on Information Usefulness, Information Search Satisfaction and Behavioral Intention -Focused on e-Sports Content

  • 김수은 (상명대학교 글로벌금융경영학부) ;
  • 이희화 (상명대학교 스포츠융합학부)
  • Kim, Soo-Eun (The School of Global Finance and Management, Sangmyung University) ;
  • Lee, Hee-Hwa (Department of Sports Convergence, Sangmyung University)
  • 투고 : 2020.08.24
  • 심사 : 2020.11.20
  • 발행 : 2020.11.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구의 목적은 e-스포츠 관련 유튜브 BJ 속성이 정보의 유용성과 정보탐색 만족도 및 행동 의도의 구조적관계를 규명하고자 한다. 이를 위하여 대학생들을 편의표집하여 수집된 229명의 자료를 최종분석에 사용하였으며, SPSS 23.0과 AMOS 23.0 프로그램을 이용하여 빈도분석, 타당성분석, 신뢰도분석, 상관관계 및 구조방정식모형분석하였다. 연구결과는 다음과 같이 첫째, BJ의 친밀성은 정보의 유용성, 정보탐색 만족도 및 행동 의도에 유의한 정(+)의 영향을 미쳤다. 둘째, BJ의 신뢰성은 정보의 유용성, 정보탐색 만족도 및 행동의도에 유의한 영향을 미치지 않는 것으로 나타났으며, 셋째, 정보의 유용성은 행동의도에 유의한 영향이 없지만 정보탐색 만족도는 행동 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이에 본 연구의 결과는 BJ의 주요 속성요인인 친밀성을 기반한 e-스포츠 콘텐츠 제작에 대한 전략 수립에 기여하며, 추후 다양한콘텐츠를 중심으로 BJ 및 관람자의 속성과 소비행동을 위한 비교연구가 필요할 것으로 사료된다.

The purpose of this study was to investigate how the attributes of YouTube BJs, specifically those dealing in e-sports content, affects information usefulness, information search satisfaction, and behavioral intention. To achieve this purpose, data from 229 students collected by convenient sampling of college students were used for final analysis, and analyzed using SPSS 23.0 and AMOS 23.0 programs. The results of the study are as follows: First, the friendliness of the BJ had a significant positive (+) effect on the information usefulness, the information search satisfaction, and the behavioral intention. Second, it was found that the reliability of the BJ did not significantly affect the information usefulness, the information search satisfaction, and the behavioral intention. Third, the information usefulness had no significant effect on behavioral intention, but Information search satisfaction was found to have a significant positive (+) effect on behavioral intention. Therefore, the results of this study are expected to contribute to establishing a strategy for e-sports content production based on the attributes of BJs.

키워드

참고문헌

  1. M. H. Nam & J. M. Kim. (2014). The influence of internet addiction on health behavior, sexual behavior and mental health of college student. Journal of Digital Convergence, 12(4), 367-378. https://doi.org/10.14400/JDC.2014.12.4.367
  2. Y. J. Han & J. Y. Ha. (2019). Factors Affecting the Use of User Generated Content on the Web: Media Use Motivation, Personal Tendency, and Perceived Characteristics of the Personal Broadcasting. Journal of Broadcasting and Telecommunications Research, (107), 152-190.
  3. S. H. Ju & B. R. Koh. (2018). The Effect of Personal Media Contents Characteristic on Perceived Value and Use Intention of Continuous: The Interaction Effect of Novelty Seeking. Journal of the Korea Convergence, 9(9), 167-176.
  4. Y. H. Lee., M. G. Jung., M. J. Jang., J. J. Lee., G. D. Nam., J. O. Han., T. J. Lim., D. J Yun., H. G. Yoo. & S. P. KIM. (2018). The 2018 survey on the Korean E-sports industry. Korea Creative Content Agency
  5. Korea Press Foundation Research Team. (2016). 2016 Teen Youth Media Usage Survey. Seoul : Korea Press Foundation.
  6. J. Y. Lim & J. M. Kim. (2018). Analysis of audience attitude according to AfreecaTV Strategy Simulation Game BJ attributes: Focusing on Viewer Satisfaction, Loyalty, Viewing Purpose, Viewing Attitude. Journal of Communication Design, 62, 106-117.
  7. Y. M. Kim. & J. W. Lee. (2006). The Influence of Attributes of Celebrity Athlete Endorser on the Effectiveness of Advertising According to Products Types, Korean Association for Advertising and Public Relations, 1(73), 9-41.
  8. H. R. Kim. (2009). The Suitability of Sports Celebrity Advertisement and Purchase Intention According to Advertisement Attributes. Korean Society For Sport Management, 14(3), 177-187.
  9. R. Ohanian. (1990). Construction and validation of scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness, Journal of Advertising, 19(3), 39-52. https://doi.org/10.1080/00913367.1990.10673191
  10. H. B. Lee. & L. G. Jung. (1997). The Influence of Celebrity Advertising Model Attributes on Advertising Attitude and Brand Attitude. The Korean Journal of Advertising. (8)2, 167-181.
  11. F. D. Davis. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly. 13(3), 319-339. https://doi.org/10.2307/249008
  12. H. Van der Heijden. (2003). Factors Influencing the Usage of Websites: The Case of a Generic Portal in the Netherlands, Information and Management. 40(6), 541-549. https://doi.org/10.1016/S0378-7206(02)00079-4
  13. S. Y. Hwang. (2012). A study on the determinants of dancers' intentions for using YouTube. doctoral dissertation, Uinversity of Se-Jong, Seoul.
  14. H. H. Lee. (2011). The effect of the standard of involvement and acceptable factor about sports media on the utility of information search and consumer's behavior, doctoral dissertation, Sang-Myung University, Seoul.
  15. M. T. Copeland. (1923). Relation of consumer's buying habits to marketing method. Harvard Business Review, 1(2), 282-289.
  16. H. J. Park., J. H. Park., A. S. Oh., Y. H. Kim. & B. K. Park. (2016). Analysis of Relationship between Tourism Information Search Motivation, Tourism Omni-Channel Satisfaction: Considering the Moderator Effects of Tourism Experience and Perceived Risk. Journal of Digital Convergence, 14(10), 147-158. https://doi.org/10.14400/JDC.2016.14.10.147
  17. Lounsbury, J. W. & Polik. J. R. (1992). Leisure needs and vacation satisfaction. Leisure Sciences, 14(2), 105-119. https://doi.org/10.1080/01490409209513161
  18. H. C. Shin. (2008). A study of Motivations Influencing in Youth Traveler Decision Behaviors: Focusing on College Student Market. Korea Academic Society of Tourism Managrment, 22(4), 339-356.
  19. S. H. KIM. & E. S. DO. (2004). A study of Motivations Influencing in Youth Traveler Decision Behaviors: Focusing on College Student Market. Journal of the Korea Tourism Association Conference, 427-442.
  20. K. H. Yim. & Z. X. Quan. (2015). A Study on the Effect of Satisfaction and Re-watch Intention of Visitor in On-line Price Discounts and Musical Fame in the Convergence Industry of Service Managemen. Journal of Digital Convergence, 13(10), 157-163. https://doi.org/10.14400/JDC.2015.13.10.157
  21. D. S. Youm. (2017). The Effect of Motivation for Using Mobile Social Network Games on the Game Attitude, Continuous Use Intention and Intention to Recommend the Game. Journal of Digital Convergence, 15(1), 453-459. https://doi.org/10.14400/JDC.2017.15.1.453
  22. J. Kim., G. J. Park. & H. O. NOH. (2009). The influence of expectancy confirmation on overall satisfaction and continuance intention of internet shopping mall - Focusing on the mediation effect of information satisfaction and usefulness of decision making. Journal of the Korea Tourism Association Conference, 9(3), 427-442.
  23. J. S .Park. (2018). The Structural Relationship among Satisfaction and Behavioral Intention and E-service Quality of Sports Streaming Broadcasting Platform. Master's Thesis, University of KooK Min, Seoul.
  24. S. B. JUNG. (2018). A Study on the Importance-Performance Analysis(IPA) of Service Quality in Marine Leisure Sports Experience Class and the Relationship among Perceived Service Value, Satisfaction and Behavioral Intention. doctoral dissertation. University of KooK Min, Seoul.
  25. G. S. Kim. (2007). New Amos 7.0. Seoul : Han-Na-Rae Publishing.
  26. H. S. Lee. & J. H. Lym. (2009). Structural equation modeling with AMOS 16.0. Seoul :Bob-Mun-Sa Publishing.
  27. H. R. Lee., M. H. Yang., J. H. Choi., D. E. Kim. & S. Y. Jang. (2019). The Detailed Criteria of Source Credibility in the Social Media: Focused on the Beauty YouTuber. Korean Society of Consumer Studies, 30(6), 75-95. https://doi.org/10.35736/JCS.30.6.4
  28. S. Tseng. & B. J. Fogg. (1999). Credibility and Computing Technology. Communications of the ACM, 42(5) 39-44. https://doi.org/10.1145/301353.301402
  29. D. K. Lee. & T. K. Na. (2016). The Effect of Source Credibility about Online Restaurant Information on Information Usefulness, Acceptance of e-WOM and Behavior Intention. International Journal of Tourism and Hospitality Research, 30(1), 261-274. https://doi.org/10.21298/IJTHR.2016.01.30.1.261
  30. Jomg. M. Kim. (2018). Influence of Internet One-person Game Broadcasting BJ Property on the Viewers' Satisfaction- Flow experience as a Mediator -. Journal of Digital Convergence, 16(7), 357-367. https://doi.org/10.14400/JDC.2018.16.7.357
  31. S. B. Jung. & D. Y .WON & Y. JIN. Jang. (2016). A study on perceived interactivity of Dance video contents and intention to use: Focused on YouTube. Korean journal of physical education, 55(3), 349-363.
  32. H. J. Lee. & E. G. YOO. (2014). The Effects of Tourism Information Search using Smartphone on Satisfaction and Continuous Usage Intention. The e-business studies, 15(6), 315-334. https://doi.org/10.15719/geba.15.6.201412.315
  33. J. J. Kim., K. J. Park. & H. O. Rho. (2009). The influence of expectancy confirmation on overall satisfaction and continuance intention of internet shopping mall Focusing on the mediation effect of information satisfaction and usefulness of decision making. The Journal of Internet Electronic Commerce Resarch, 9(3), 313-336.