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http://dx.doi.org/10.17703/JCCT.2022.8.3.113

The Influence of YouTube Recommendation Service on Reliability, Involvement and Subscription Intention: focused on the mediating effect of Reliability  

Eun, Chang-Ik (Dept. of Design, Dong Yang Univ)
Publication Information
The Journal of the Convergence on Culture Technology / v.8, no.3, 2022 , pp. 113-128 More about this Journal
Abstract
The objective of this study is to pay attention to the personal media environment that is in the center of rapid changes in the media industry, to especially explore the activity area of one-person or minority media creators who lead the mobile media environment that could be connected, watched, and produced anywhere, and to closely examine the mutual ecosystem between creators and viewers. Especially, paying attention to the recommendation service YouTube provides, for example, based on the big data algorithm related to users' habitual use, when users' data used are provided more, the users face the advanced service, this study aimed to examine the effects of recommendation service on the formation of trust between user and producer, user flow, and subscription intention, and also to demonstrate the process of forming this mutual relation through concrete data. In the conclusion, implications that can be inferred based on the research results and suggestions for further research in the future were presented.
Keywords
YouTube; YouTube Recommendation Service; Algorithm Recommendation Service; Reliability; Involvement; Subscription Intention; effect of Reliability;
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