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http://dx.doi.org/10.9723/jksiis.2021.26.2.043

A Research on the Design of the Youtube Video Contents Based on the Peak-End Rule and Users' Responses  

Ryu, Changhan (홍익대학교 경영대학)
Kim, Seungbeom (홍익대학교 경영대학)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.26, no.2, 2021 , pp. 43-56 More about this Journal
Abstract
This study was conducted to find an effective design strategy for online video contents. The structural characteristics of the online video content included in YouTube, the platform with the greatest influence in the world including South Korea, were analyzed based on the peak-end rule. Four categories are defined, and 400 contents were selected from some of the famous South Korean Youtube channels in those categories. The location data of the highlights, length of the contents, the number of viewers, the number of 'likes', the number of 'dislikes' and the number of replies were collected. More than a half of the contents were constructed not based on peak end rule. As a result of the analysis made in aggregate level and in category level, we found the significant improvement in the number of viewers in the contents based on peak-end rule. The result implies the possibility of the analysis of video contents design based on the theories in the service management.
Keywords
Online video contents; Youtube; Peak-end rule; Customer experience; Behavioral economics;
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