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Research on Consistent Use Intention of Home-training Program on Personal Media Service YouTube Based on Post-Adoption Model (후기수용모델을 적용한 1인 미디어 유튜브 홈 트레이닝의 지속의도 연구)

  • Oh, Jung-Heui;Oh, Jai-Woo;Cho, Kwang-Min
    • Journal of the Korea Convergence Society
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    • v.10 no.2
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    • pp.183-193
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    • 2019

  • This study empirically analyzed the factors affecting satisfaction and consistent use of 'home training' on personal media service YouTube based on Post-Acceptable Model. To this purpose, data were collected from adult men and women with personal media service using experience. As for data analysis, frequency analysis, correlation analysis, confirmatory factor analysis, reliability analysis and path analysis were performed by using SPSS 21.0 and AMOS 21.0. The results of the study were as followed. First, using motivation of YouTube home training had a positive effect on usefulness. Second, health literacy had a positive effect on usefulness. Third, it was found that the expectation confirmation of the home training on personal media service positively influenced usefulness. Forth, expectation confirmation of the home training on personal media service had a positive effect on satisfaction. Fifth, usefulness had a positive effect on satisfaction. Sixth, usefulness had no significant effect on consistent use intention. Seventh, satisfaction had a positive effect on consistent use intention. Behavioral analysis with collective demographic factors and diverse analysis considering the differentiation of the personal media service are suggested for further research.

  • https://doi.org/10.15207/JKCS.2019.10.2.183 인용 PDF KSCI HTML

Niche Analysis in Social Media with Uses and Gratification Theory Appply in Facebook, Instagram, YouTube, Pinterest, Twitter (소셜 미디어 적소분석 연구 페이스북, 인스타그램, 유튜브, 핀터레스트, 트위터의 이용자 충족을 중심으로)

  • Cha, Hyeon-ju;Kweon, Sang-hee
    • Journal of Internet Computing and Services
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    • v.22 no.2
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    • pp.89-107
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    • 2021

  • This paper explores the empirically analyzes the competitive nature of the five social media by analyzing the proper SNS service such as Facebook, Instagram, YouTube, Pinterest, and Twitter. In this study, we surveyed the use and satisfaction of social media for SNS users by using the proper theory. A total of 224 users were selected for analysis. Based on the results of the questionnaire, factor analysis was carried out to extract common factors such as relationship, sociality, convenience, daily life, and entertainment. As a result of the research using proper analysis, Facebook showed the widest narrowness in sociality (.627) and convenience (.636) in the first place, and YouTube showed the lowest in daily life (.670) and entertainment (.615) In the relationship (.520), the Instagram was the widest. In terms of five factors, Facebook and YouTube have the greatest overlap in relationship (1.826) and sociality (2.696), while Pinterest and Twitter are the most common in daily life (1.937) and entertainment (2.263) There is redundancy, and for convenience (2.583), YouTube and Twitter have the most redundancy. Facebook, Instagram, and YouTube have a competitive advantage over Pinterest in terms of relationships, sociality, convenience, routine, and entertainment, and are competitive across all factors except Facebook, Instagram, and YouTube Twitter It is possible to confirm that it is superior.

  • https://doi.org/10.7472/jksii.2021.22.2.89 인용 PDF KSCI HTML