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http://dx.doi.org/10.5392/JKCA.2019.19.09.512

Effect of Personality Traits and Use Motivations of YouTube Users on Compulsive YouTube Usage  

Lee, Jong Man (동양미래대학교 경영학부 경영정보학과)
Publication Information
The Journal of the Korea Contents Association / v.19, no.9, 2019 , pp. 512-520 More about this Journal
Abstract
This study is to investigate the compulsive use of the social media platform, YouTube. For this purpose, this study built a research model that considered how the personality trait perspective(agreeableness, conscientiousness, neuroticism, extraversion, openness) and the use motivation perspective(utilitarian, hedonic and social use motivations) work together to explain compulsive use of YouTube. The survey method was used for this paper, and data from a total of 165 were used for the analysis. And structural equation model was used to analyze the data. The results of this empirical study is summarized as followings. First, both agreeableness and conscientiousness have a negative effect on compulsive use of YouTube. Second, utilitarian use motivation has a negative effect on compulsive use of YouTube. The results of this study are meaningful in that it not only alerts YouTube users to the risks of compulsive YouTube use, but also helps them to develop self-management strategies.
Keywords
Compulsive Use; YouTube Use; Agreeableness; Conscientiousness; Utilitarian Motivation;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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