Journal of the Korea Safety Management & Science (대한안전경영과학회지)

Korea Safety Management & Science (대한안전경영과학회)
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The Impact of Content Quality and YouTuber Attributes on User Satisfaction and Behavioral Intentions in Food Mukbang Channels

유튜브 먹방 채널의 콘텐츠 품질 및 유튜브 속성이 이용만족도와 행동의도에 미치는 영향에 관한연구

  • Young-Ju Bae (Dept. of Industrial and Management Engineering, Korea national University of Transportation)
  • 배영주 (한국교통대학교 산업경영공학과)
  • Received : 2024.04.04
  • Accepted : 2024.06.04
  • Published : 2024.06.30
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Abstract

In this study, based on previous research on personal broadcasting, we indirectly measured content quality, YouTuber attributes, user satisfaction, and behavioral intention, which are latent variables that cannot be directly measured, as measurement variables, and then measured theoretically between the latent variables. In order to analyze the causal relationship, we used a structural equation model to determine to what extent the content quality of the YouTube mukbang channel and the YouTuber's attributes influence behavioral intentions such as purchase, recommendation, and continued use according to viewers' satisfaction with use. We intend to analyze and verify the relationship between related variables. The research results are as follows. First, the value, relevance, timeliness, completeness, and data quantity of content quality were found to have no significant impact on user satisfaction. Second, the trustworthiness, expertise, attractiveness, and intimacy of YouTuber attributes were found to have a significant impact on user satisfaction, but the similarity of YouTuber attributes did not have a significant impact on usage. Third, user satisfaction was found to have a significant impact on behavioral intentions and purchase intentions. However, user satisfaction was not found to have a direct significant impact on recommendation intentions or continued usage intentions.

Keywords

Acknowledgement

2024년 한국교통대학교 지원을 받아 수행하였음

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