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http://dx.doi.org/10.14400/JDC.2020.18.11.465

The Effect of YouTube BJ Attributes on Information Usefulness, Information Search Satisfaction and Behavioral Intention -Focused on e-Sports Content  

Kim, Soo-Eun (The School of Global Finance and Management, Sangmyung University)
Lee, Hee-Hwa (Department of Sports Convergence, Sangmyung University)
Publication Information
Journal of Digital Convergence / v.18, no.11, 2020 , pp. 465-475 More about this Journal
Abstract
The purpose of this study was to investigate how the attributes of YouTube BJs, specifically those dealing in e-sports content, affects information usefulness, information search satisfaction, and behavioral intention. To achieve this purpose, data from 229 students collected by convenient sampling of college students were used for final analysis, and analyzed using SPSS 23.0 and AMOS 23.0 programs. The results of the study are as follows: First, the friendliness of the BJ had a significant positive (+) effect on the information usefulness, the information search satisfaction, and the behavioral intention. Second, it was found that the reliability of the BJ did not significantly affect the information usefulness, the information search satisfaction, and the behavioral intention. Third, the information usefulness had no significant effect on behavioral intention, but Information search satisfaction was found to have a significant positive (+) effect on behavioral intention. Therefore, the results of this study are expected to contribute to establishing a strategy for e-sports content production based on the attributes of BJs.
Keywords
e-Sports; BJ; Information Usefulness; Information Search Satisfaction; Behavioral Intention;
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