The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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The Influence of Professional YouTuber's Reputation on Viewer Loyalty and Subscription Intention : Focused on Moderating Effect of YouTuber Authenticity

전문 유튜버의 평판이 충성도 및 구독의도에 미치는 영향 -유튜버 진정성의 조절효과를 중심으로-

  • 은창익 (동양대학교 디자인학부)
  • Received : 2023.03.24
  • Accepted : 2023.05.03
  • Published : 2023.05.31
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Abstract

This study was conducted as part of a phased study aimed at closely examining the mutual ecosystem between creators and viewers through paying attention to the personal media environment that is in the center of rapid changes in the media industry and particularly exploring the areas of activity of the single-person or minority media creators who lead the mobile media environment that could be accessed, viewed and produced anywhere. In particular, this study aimed to not only pay attention to the situation in which the potential to expand professional YouTuber areas encounters the changing desire and demand of content service users who continue to become more evolved as time passes, but also examine the influence of the reputation of professional YouTubers on users' loyalty and subscription intention, examine the moderating effect of sincerity on the relationship between YouTubers and users, and demonstrate such relationship formation process based on concrete data. In the conclusion section, implications that can be drawn from the study results and suggestions for further studies in the future were proposed.

본 연구의 목적은 급격한 미디어 산업 변화의 중심에 있는 개인 미디어 환경에 관심을 가지고, 특히 어디서든 접속, 시청, 제작 가능한 모바일 미디어 환경을 선도하는 1인 혹은 소수 미디어 크리에이터들의 활동 영역을 탐구하여 크리에이터들과 시청자들 간의 상호 생태계를 면밀히 살피는 단계적 연구의 일환으로 진행되었다. 특히 전문 유튜버 영역의 확장 가능성이 날로 진화하는 콘텐츠 서비스 사용자들의 욕구 및 수요 형태의 변화에 맞닥뜨린 상황에 주목하고, 전문 유튜버의 평판이 시청자의 충성도와 구독의도에 미치는 영향, 그리고 진정성이 이들 관계에서 형성하는 조절효과를 살펴보고자 하였으며, 이러한 관계 형성 과정을 구체적 자료를 통해 실증하는 것이 본 연구의 목적이다. 결론 부분에 연구결과를 토대로 유추할 수 있는 시사점과 향후 추가 연구를 위한 제언 등을 제시하였다.

Keywords

Acknowledgement

이 논문은 2022년도 동양대학교 학술연구비의 지원으로 수행되었음

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