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

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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A Study on the Relationship between Perception of Information Attributes of Youtube Tourism Contents, Information Satisfaction, and Behavior Intention: Focusing on the Moderating effect of vividness

여행 유튜브의 정보특성 지각, 정보만족도, 행동의도 간의 관계 연구 -생생함의 조절효과를 중심으로-

  • Eun Chang-Ik (Dept. of Design, Dong Yang Univ)
  • 은창익 (동양대학교 디자인학부)
  • Received : 2024.04.16
  • Accepted : 2024.06.01
  • Published : 2024.07.31
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Abstract

The purpose of this study was to be arranged as part of the phased study to examine a mutual ecosystem between creators and viewers by being interested in individual media environments which have led big changes as a tool of the new concept for obtaining information as well as aspects of information acquisition and availability and exploring activity areas of a minority of media creators. Especially, the purpose is to take note of desires and demands of users of YouTube travel content services which have rapidly grown due to a pike in recent users' interest, examine a study on a relationship among perception of information attributes of Youtube travel content, information satisfaction, and behavior intention and the vividness' moderating effects to form in their relationships, and prove the process to form these relationships through specific data. In conclusion, implications which can be inferred based on the results of the study and suggestions for further studies of the future were presented.

본 연구의 목적은, 현재 정보 취득 및 활용성 측면뿐만 아니라 정보획득의 신개념 도구로서 큰 변화를 이끌고 있는 개인 미디어 환경에 관심을 가지고, 소수 미디어 크리에이터들의 활동 영역을 탐구하여 크리에이터들과 시청자들 간의 상호 생태계를 면밀히 살피는 단계적 연구의 일환으로 진행되었다. 특히 최근 이용자들의 관심 증폭으로 급격히 성장하고 있는 여행 유튜브 콘텐츠 서비스 사용자들의 욕구 및 수요 형태에 주목하고, 여행 유튜브의 정보특성 지각, 정보만족도, 행동의도 간의 관계 연구, 그리고 생생함이 이들 관계에서 형성하는 조절효과를 살펴, 이러한 관계 형성 과정을 구체적 자료를 통해 실증하는 것이 목적이다. 결론 부분에 연구결과를 토대로 유추할 수 있는 시사점과 향후 추가 연구를 위한 제언 등을 제시하였다.

Keywords

Acknowledgement

이 논문은 2023년도 동양대학교 학술연구비의 지원으로 수행되었음

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