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http://dx.doi.org/10.5392/JKCA.2021.21.11.121

How Watching Stock Market Channels Influences Invest Intentions of People in Twenties: Focus on the Para-social Relationship with Influencers on YouTube  

Oh, Jimin (인천대학교 신문방송학과)
Kim, Taemin (인천대학교 신문방송학과)
Publication Information
The Journal of the Korea Contents Association / v.21, no.11, 2021 , pp. 121-134 More about this Journal
Abstract
As interest in stock markets is growing recently in Korea, more investors in their twenties are using the information provided by personal broadcasting channels on YouTube. This study explores how watching the stock market channels on YouTube influences watching behaviors and investment intentions. A structural equation modeling analysis of survey data from 219 adults in the twenties revealed that the perceived credibility of and para-social interaction with the YouTube influencers affected continued viewing intentions. The findings also showed that the effect of identification with the influencers on viewing satisfaction was more prominent when identification mediated the effect of para-social interaction on viewing satisfaction. Theoretical and practical implications were discussed.
Keywords
Para-social Interaction; Credibility; Identification; YouTube; Influencer; Investment Intention;
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Times Cited By KSCI : 1  (Citation Analysis)
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