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http://dx.doi.org/10.7472/jksii.2022.23.3.77

A Study on Factors Affecting University Students' Satisfaction with YouTube AI Recommendation System  

Zhu, LiuCun (Dept. of Media and Communication, Dongguk University)
Wang, Chao (Dept. of Media and Communication, Dongguk University)
Hwang, HaSung (Dept. of Media and Communication, Dongguk University)
Publication Information
Journal of Internet Computing and Services / v.23, no.3, 2022 , pp. 77-85 More about this Journal
Abstract
Unlike previous studies that focused on the diversity of YouTube content, this study tried to identify factors affecting users' satisfaction with the YouTube recommendation system. Specifically, by adding content preference suitability and privacy concerns to the technology acceptance model, we empirically analyzed how these variables affect user's satisfaction of the YouTube AI recommendation system. For this purpose, asurvey was conducted on college students in their 20s and 30s, and the main research results are as follows. First, in the respondents of this study, playfulness and usefulness, which are major variables of the technology acceptance model, appeared as significant factors affecting the satisfaction of the YouTube AI recommendation system, whereas the effect of ease to use was not found. Second, content preference suitability was found to affect the satisfaction with AI recommendation system, but privacy concerns did not affect the satisfaction with YouTube AI recommendation system. Based on these research results, the implications of the study and the directions for future studies were suggested.
Keywords
YouTube AI recommendation system; satisfaction; TAM; usefulness; preference suitability; privacy concerns;
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Times Cited By KSCI : 3  (Citation Analysis)
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