Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지
DOI QR코드

DOI QR Code

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)
  • Received : 2021.03.20
  • Accepted : 2021.07.01
  • Published : 2021.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

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.

Keywords

References

  1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  2. Ancu, M., and Cozma, R. (2009). Myspace politics: Uses and gratifications of befriending candidates. Journal of Broadcasting & Electronic Media, 53(4), 567-583. https://doi.org/10.1080/08838150903333064
  3. Anderberg, J., and Morris, J. (2006). Authenticity and transparency in the advertising industry: An interview with John Morris. Journal of Management Development, 25(10), 1021-1023.
  4. Balakrishnan, J., and Griffiths, M. (2017). Social media addiction: What is the role of content in YouTube? Journal of Behavioral Addictions, 6(3), 364-377. https://doi.org/10.1556/2006.6.2017.058
  5. Bauer, R. (1964). The obstinate audience: The influence process from the point of view of social communication. American Psychologist, 19, 319-328. https://doi.org/10.1037/h0042851
  6. Bucy, E. P. (2003). Media credibility reconsidered: synergy effects between on-air and online news. Journalism & Mass Communication Quarterly, 80, 247-264. https://doi.org/10.1177/107769900308000202
  7. Cai, J., and Wohn, D. Y. (2019, January). Live streaming commerce: Uses and gratifications approach to understanding consumers' motivations. In Proceedings of the 52nd Hawaii International Conference on System Sciences.
  8. Cao, D., Ji, R., Lin, D., and Li, S. (2014). Visual sentiment topic modelbased image sentiment analysis. Multimedia Tools & Applications, 2016(75), 8955-8968.
  9. Casalo, L., Flavian, C., and Ibanez-Sanchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046-1063. https://doi.org/10.1108/OIR-09-2016-0253
  10. Casalo, L.V., Flavian, C., and Guinaliu, M. (2011). Antecedents and consequences of consumer participation in online communities: The case of the travel sector. International Journal of Electronic Commerce, 15(2), 137-167.
  11. Chapple, C., and Cownie, F. (2017). An investigation into viewers' trust in and response towards disclosed paid-for-endorsements by YouTube Lifestyle vloggers. Journal of Promotional Communications, 5(2), 56-67.
  12. Chu, S. C., and Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.
  13. Chung, S., and Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495. https://doi.org/10.1002/mar.21001
  14. Dhir, A., and Tsai, C. C. (2017). Understanding the relationship between intensity and gratifications of Facebook use among adolescents and young adults. Telematics and Informatics, 34(4), 350-364. https://doi.org/10.1016/j.tele.2016.08.017
  15. Ferguson, D. A., and Perse, E. M. (2000). The world wide web as a functional alternative to television. Journal of Broadcasting & Electronic Media, 44(2), 155-174. https://doi.org/10.1207/s15506878jobem4402_1
  16. Fornell, C., and Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388. https://doi.org/10.1177/002224378101800313
  17. Garbarino, E., and Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87. https://doi.org/10.1177/002224299906300205
  18. Gilmore, J. H., and Pine, B. J. (2007). Authenticity: What consumers really want. Harvard Business Press.
  19. Gong, M. Y., and Ahn, H. C. (2020). Information adoption on YouTube: Examining the influence of YouTube genre. Journal of the Korea Society of Computer and Information, 25(6), 131-141. https://doi.org/10.9708/JKSCI.2020.25.06.131
  20. Gremler, D., Gwinner, K., and Brown, S. (2001). Generating positive word of mouth communication through customer-employee relationships. International Journal of Service Industry Management, 12(1), 44-59. https://doi.org/10.1108/09564230110382763
  21. Habes, M. (2019). The influence of personal motivation on using social TV: A uses and gratifications approach. International Journal of Information Technology and Language Studies, 3(1), 32-39.
  22. Hair, J. F., Anderson, R. E., Tatham, R. L., and Black, W. C. (1998). Multivariate data analysis (5th ed.). Upper Saddle River, NJ: Prentice-Hall.
  23. Haridakis, P., and Hanson, G. (2009). Social interaction and co-viewing with YouTube: Blending mass communication receptions and social connection. Journal of Broadcasting & Electronic Media, 53(2), 317-335. https://doi.org/10.1080/08838150902908270
  24. Hong, I. B., and Cho, H. (2011). The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust. International Journal of Information Management, 31(5), 469-479. https://doi.org/10.1016/j.ijinfomgt.2011.02.001
  25. Hossain, M. (2019). Effects of uses and gratifications on social media use. Research Review, 3(1), 16-28.
  26. Hsiao, C. H., Chang, J. J., and Tang, K. Y. (2015). Exploring the influential factors in continuance usage of mobile social apps: Customer value perspectives. Informatics, 33(2), 342-355.
  27. Jeung, K. N., and Kim, I. J. (2018). The analysis of affecting factors on purchase intention of cosmetics on YouTube beauty channels. Korean Journal of Internet E-commerce, 18(6), 409-425.
  28. Johnson, T. J., and Kaye, B. K. (1998). Cruising is believing? Comparing internet and traditional sources on media credibility measures. Journalism & Mass Communication Quarterly, 75(2), 325-340. https://doi.org/10.1177/107769909807500208
  29. Johnson, T. J., and Kaye, B. K. (1998). Traditional Sources on Media Credibility Measures. Journalism& Mass Communication Quarterly, 75(2), 325-340. https://doi.org/10.1177/107769909807500208
  30. Joo, J. H. (2020). Exploration on factors to affect continuance intention of collegian subscribing YouTube: Focused on Post-adoption Model. Journal of the Korea Convergence Society, 11(10), 197-205. https://doi.org/10.15207/JKCS.2020.11.10.197
  31. Kang, H., Lee, J. K., You, K. H., and Lee, S. (2013). Does online news reading and sharing shape perceptions of the Internet as a place for public deliberation? Mass Communication and Society, 16(4), 533-556. https://doi.org/10.1080/15205436.2012.746711
  32. Katerattanakul, P. (2002). Framework of effective website design for business-to-consumer internet commerce. INFOR: Information Systems and Operational Research, 40(1), 57-69. https://doi.org/10.1080/03155986.2002.11732641
  33. Katz, E., Blumer, J. G., and Gurevitch, M. (1973). Uses and gratification research. The Public Opinion Quarterly, 37(4), 509-523. https://doi.org/10.1086/268109
  34. Katz, E., Blumer, J. G., and Gurevitch, M. (1974). Utilization of mass communication by the individual. In J. G. Blumler & E. Katz (Eds.), The uses of mass communications: Current perspectives on gratifications research (pp. 19-34). London: SAGE.
  35. Kaye, B. K., and Johnson, T. J. (2002). Online and in the know: Uses and gratifications of the Web for political information. Journal of Broadcasting and Electronic Media, 46(1), 54-71. https://doi.org/10.1207/s15506878jobem4601_4
  36. Keller, K. L. (2001). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, NJ: Prentice-Hall.
  37. Ko, H., Cho, C. H., and Roberts, M. S. (2005). Internet uses and gratifications: a structural equation model of interactive advertising. Journal of Advertising, 34(2), 57-70. https://doi.org/10.1080/00913367.2005.10639191
  38. Koo, K. E. (2019). A study on how the creator and content characteristics of beauty one-person media influence on purchasing intent and behavior: With setting as a moderator variable. Master's thesis, Hanyang University.
  39. LaRose, R., and Eastin, M. S. (2004). A social cognitive theory of Internet uses and gratifications: Toward a new model of media attendance. Journal of Broadcasting & Electronic Media, 48(3), 358-377. https://doi.org/10.1207/s15506878jobem4803_2
  40. Lee, H. T. (2017). The effects of celebrity's WOM mediated by trust in SNS: Focusing on parasocial interaction. Journal of International Trade & Commerce, 13(3), 643-658.
  41. Lee, J. H. (2002). Source characteristics of animated "spokes figures." Korean Journal of Advertising, 13(2), 147-166.
  42. Lee, S. Y., and Choi, J. (2017). Enhancing user experience with conversational agent for movie recommendation: Effects of self-disclosure and reciprocity. International Journal of Human-Computer Studies, 103, 95-105.
  43. Lin, H. F., and Chen, C. H. (2017). Combining the technology acceptance model and uses and gratifications theory to examine the usage behavior of an augmented reality tour-sharing application. Symmetry, 9(7), 113.
  44. Madu, J. C., and Madu, S. N. (2002). Destination attributes affecting tourists' readiness to recommend Lagos State for tourism. South African Journal of Economic and Management Sciences, 5(3), 663-682
  45. Mayer, R. C., Davis, J. H., and Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20, 709-734. https://doi.org/10.2307/258792
  46. McKnight, D. H., Choudhury, V., and Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. Journal of Strategic Information Systems, 11, 297-323. https://doi.org/10.1016/S0963-8687(02)00020-3
  47. Miller, L.C., and Berg, J. H. (1984). "Selectivity and urgency in interpersonal exchange." in Derlega, V. (Ed.), Communication, Intimacy, and Close Relationships, Academic Press, Orlando, FL.
  48. Moorman, C., Zaltman, G., and Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29, 314-329.
  49. Morgan, R. M., and Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
  50. Ng, C. S. P. (2013). Intention to purchase on social commerce websites across cultures: A cross-regional study. Information & Management, 50(8), 609-620. https://doi.org/10.1016/j.im.2013.08.002
  51. Noh, M. J. (2011). Effects of perceived risk and value on the trust and use intention of smart phone banking: Mediating effect of trust. Korea Journal of Business Administration, 24(5), 2599-2615.
  52. O'Neil-Hart, C., and Blumenstein, H. (2016, July). Why YouTube stars are more influential than tradition al celebrities. Retrieved from https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/
  53. Oakes, P. J., Haslam, A. S., Morrison, B., and Grace, D. (1995). Becoming an in-group: reexamining the impact of familiarity on perceptions of group homogeneity. Social Psychology Quarterly,58(1), 52-60. https://doi.org/10.2307/2787143
  54. Ohanian, R. (1990). Construction and validation of a 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
  55. Park, N., Kee, K., and Valenzuela, S. (2009). Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes. Cyber Psychology & Behavior, 12(6), 729-733. https://doi.org/10.1089/cpb.2009.0003
  56. Ridings, C. M., Gefen, D., and Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. Journal of Strategic Information Systems, 11(3/4), 271- 295. https://doi.org/10.1016/S0963-8687(02)00021-5
  57. Shelby, A. N. (1998). Communication quality revisited: Exploring the link between persuasive effects. The Journal of Business Communication, 35(3), 387-404. https://doi.org/10.1177/002194369803500305
  58. Shneiderman, B. (2000). Designing trust into online experiences. Communications of the ACM, 43(12), 57-59. https://doi.org/10.1145/355112.355124
  59. Soh, H., Reid, L. N., and King, K. W. (2009). Measuring trust in advertising. Journal of Advertising, 38(2), 83-104.
  60. Sparkman, R., and Locander, W. (1980). Attribution Theory and Advertising Effectiveness. Journal of Consumer Research, 7(3), 219-224. https://doi.org/10.1086/208810
  61. Venkatesh, V., and Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
  62. Wang, R., and Strong, D. (1996). Beyond accuracy: What data quality means to data consumers. Journal of Management Information Systems, 12(4), 5-33. https://doi.org/10.1080/07421222.1996.11518099
  63. Westerman, D., Spence, P. R., and Van Der Heide, B. (2014). Social media as information source: Recency of updates and credibility of information. Journal of Computer-mediated Communication, 19(2), 171-183. https://doi.org/10.1111/jcc4.12041
  64. Yaqi, Z., Lee, J. Y., and Liu, S. (2021). Research on the uses and gratifications of Tiktok. International Journal of Contents, 17(1), 37-53. https://doi.org/10.5392/IJOC.2021.17.1.037
  65. You, K. H., Lee, S. A., Lee, J. K., and Kang, H. (2013). Why read online news? The structural relationships among motivations, behaviors, and consumption in South Korea. Information, Communication & Society, 16(10), 1574-1595. https://doi.org/10.1080/1369118X.2012.724435