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http://dx.doi.org/10.14400/JDC.2019.17.10.127

Exploring University Student's Responses to Consumer Information in Personal Media Using Critical Incident Technique: Focusing on YouTube  

Jang, Eun-Gyo (Dept. of Consumer Science, Chungnam National University)
Liu, Qiaoling (Dept. of Consumer Science, Chungnam National University)
Lee, Jin-Myong (Dept. of Consumer Science, Chungnam National University)
Publication Information
Journal of Digital Convergence / v.17, no.10, 2019 , pp. 127-139 More about this Journal
Abstract
This study aims to explore the impressive experiences of university students on YouTube media and to find ways to improve personal media as useful consumer information. 44 university students were selected, and data on the experience of using YouTube were collected and analyzed by applying the critical incident technique. As a result, the positive responses to personal media were derived from 'enhancing C2C information capabilities', 'consumer-centric usability', 'attractive information creators', 'a sense of the sameness', and 'fresh and entertaining information'. Negative responses were derived from 'spreading of harmful information', 'distrust in information creators', 'inducing excessive advertising and impulse buying', 'media addiction' and 'relative deprivation'. In addition, improvement of the personal media has been suggested. This study has differentiation and significance as a qualitative data for understanding consumer's perception and experience of personal media.
Keywords
Personal Media; Critical Incident Technique(CIT); Consumer Information; YouTube; Creator;
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Times Cited By KSCI : 9  (Citation Analysis)
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