Asia pacific journal of information systems

  • 제31권3호
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  • Pages.277-295
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  • 2021
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  • 2288-5404(pISSN)
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  • 2288-6818(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
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Intention to Subscribe to YouTube Channels: Trust in Creator and Trust in Content

  • HyoSug (Terry) Chang (Management Information Systems, School of Business, Yonsei University) ;
  • Ho Geun Lee (Business School, Yonsei University) ;
  • SeoYoung Lee (DongYang University, North Seoul campus)
  • 투고 : 2021.03.20
  • 심사 : 2021.07.01
  • 발행 : 2021.09.30
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초록

This paper examines the features that make a YouTube channel attractive to users. Considering that drawing users' attention is challenging on this platform, where voluminous amounts of videos are available, it is crucial to identify the factors that make users intend to subscribe to a YouTube channel. In this study, we used an online survey to collect data from 1125 respondents and an SEM model using Smart PLS 3.2.8 to analyze it. The results show that integrity and familiarity with a YouTube channel are positively correlated with trust in its creator, which leads to subscribing to the YouTube channel; value and accuracy also positively affect intention to subscribe to a YouTube channel via trust in content. This study enriches the field of research about trust in the creator and trust in content.

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