• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.100-111
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• 2021

This study aims to lead the new discussion by looking at variables affecting the number of subscription channels and subscription satisfaction in the absence of academic discussion of users' YouTube subscriptions. To this end, we conducted an online survey and analyzed the factors affecting the number of subscription channels and subscription satisfaction of YouTube users. We conducted hierarchical regression to examine their subscription motivation with exploratory factor analysis and to examine the impact of subscription motivations and the intentionality of Youtubers and the usefulness of YouTube knowledge on the number of subscription channels and subscription satisfaction. The analysis results are as follows: First, YouTube's usage and convenience motivation have had a static impact on the number of subscription channels. Second, factors affecting subscription satisfaction have been shown to be convenience subscription motivation, communication with Youtubers motivation, and perceived usefulness of YouTube. The practical significance of this work is that it can be beneficial to platform and channel operators in the changing new media environment. Furthermore, it aims to expand the interaction research extensions between YouTuber and users in the new media environment.

• Journal of the Korean Society for information Management
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• v.37 no.3
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• pp.1-24
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• 2020

The social media paradigm centered on videos continues to deepen due to the diversification of 5G devices, high-definition and immersive SNS. The purpose of this study is to propose various utilization strategies and measures through the analysis of the current status of YouTube channel operation and provided contents operated in public libraries. In this study, 44 libraries in Korea that have opened and operated Library YouTube Channel and 12 libraries that actively utilize library YouTube channels with more than 1,000 subscribers were surveyed for the current status of subscribers, views, video count data, and contents and delivery methods of Library YouTube Channel. Based on the analysis results, the library's YouTube channel was proposed to utilize the library's YouTube channel, 1) to secure the specificity and purpose of the library's YouTube channel, 2) to promote and enhance access to the YouTube channel, 3) to improve the YouTube channel to user-friendly interface, 5) to plan and provide library expertise and educational contents, 6) to operate the integrated YouTube channel, and 7) to provide user-based content.

• Journal of the Korea Convergence Society
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• v.11 no.10
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• pp.197-205
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• 2020

The present study analyzed the effector that has an influence on continuance intention to use YouTube that is a prime platform to distribute visual contents. Whether the dispersion of information communication technology succeeds or not is determined by a more extent which user uses active and continued than adopts fast. From this point of view, we employed partial least square(PLS) path modeling to analyze structural causality among constructs in the post-adoption model(PAM). As a result, all paths given in PAM except for the path 'confirmation-satisfaction' were validated. Especially, confirmation mediated with satisfaction than perceived usefulness has a more effect on continuance intention. Finally, we described the limitation of the present study and the suggestion for future research.

• Journal of Science Education
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• v.45 no.1
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• pp.118-128
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• 2021

In this study, as the viewing characteristics of users of YouTube video content related to science education, 'Inflow and Access' is analyzed to find out the interaction between learners and the system, and 'Reaction and Subscription' to find out the interaction between learners and contents. To this end, the YouTube channel "Elementary Science TV," was selected as the subject of research. The channel is mainly focused on the contents of elementary science textbooks, STEAM, and gifted education. The channel's data of YouTube studio was analyzed. The following results were obtained through data analysis: first, as a result of 'Inflow and Access' analysis, YouTube video content related to science education was most often introduced through external links, and the access device was mainly a computer. Second, as a result of the analysis of 'Reaction and Subscription,' 'like' and commenting performed as a reaction to the video were less than 1% of the number of views. Most users watch without a subscription, and watch for longer when using self-directed. Although this study was analyzed through a limited channel called 'Elementary Science TV,' we were able to discover a little about the users' viewing characteristics of YouTube video contents related to science education. In the future, it is expected that it can be used as a basic material for creating videos related to science education for remote classes, establishing a science education video platform.

• The Journal of the Korea Contents Association
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• v.20 no.2
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• pp.114-126
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• 2020

With the growth of information technology, people consume online video contents via mobile phone without time and location constraints. Drawing upon uses and gratification theory, this study examines the effects of usage motives and affinity on user activities on YouTube. Specifically, user activities are subdivided into pre-viewing and during-viewing activities in this study. Results show that convenient entertainment and social interaction are the significant indicators for pre-viewing activities, whereas five different motives significantly influence during-viewing activities. Furthermore, affinity is the significant determinant of the both activities. The theoretical and practical implications are also discussed.

• Journal of Korean Library and Information Science Society
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• v.52 no.4
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• pp.277-307
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• 2021

This study aims to understand the current status of science-related channels on YouTube provided by government-funded research institutes and investigate user experiences and behaviors of using the services. We examined the number of subscribers, view counts, and video contents of 26 YouTube channels from the government-funded research institutes. We also designed a user study with the uses and gratifications theory and conducted a semi-structured interview. By grouping videos into five categories: Public Relations, Lectures, Entertainment, Vlogs, and Q&A, most videos were about research projects or institutional promotions. User motivation for using the YouTube channel was to acquire scientific knowledge and information. Users thought that YouTube channels could provide reliable information and satisfy their intellectual curiosity. But they criticized that most videos were uninteresting, and the lack of promotions of the channels made others hesitant to sign up and watch. Findings from this study could help fully understand the current status of the government-funded research institute's YouTube channel and be used as resources for the government's planning and development of various YouTube services.

• Journal of Korea Society of Industrial Information Systems
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• v.29 no.1
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• pp.15-29
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• 2024

With recent advances in information and communication technology, YouTube has become a powerful online space for users to create and share content about their interests and experiences, creating new cultural phenomena. In particular, there needs to be more research on social media in the manufacturing sector because, unlike distribution and retail, there has been relatively little direct contact with consumers. YouTube can positively affect firms' performance by promoting products and brands. On the other hand, it can also cause risks, such as production disruption due to rumors or misinformation. Thus, it is necessary for firms to examine how information about an electric automobile defects spreads on YouTube according to the number of subscribers and views through statistical network analysis.

• Journal of Intelligence and Information Systems
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• v.21 no.3
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• pp.19-36
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• 2015

Social media is an emerging issue in content services and in current business environment. YouTube is the most representative social media service in the world. YouTube is different from other conventional content services in its open user participation and contents creation methods. To promote a content in YouTube, it is important to understand the diffusion phenomena of contents and the network structural characteristics. Most previous studies analyzed impact factors of contents diffusion from the view point of general behavioral factors. Currently some researchers use network structure factors. However, these two approaches have been used separately. However this study tries to analyze the general impact factors on the view count and content based network structures all together. In addition, when building a content based network, this study forms the network structure by analyzing user comments on 22,370 contents of YouTube not based on the individual user based network. From this study, we re-proved statistically the causal relations between view count and not only general factors but also network factors. Moreover by analyzing this integrated research model, we found that these factors affect the view count of YouTube according to the following order; Uploader Followers, Video Age, Betweenness Centrality, Comments, Closeness Centrality, Clustering Coefficient and Rating. However Degree Centrality and Eigenvector Centrality affect the view count negatively. From this research some strategic points for the utilizing of contents diffusion are as followings. First, it is needed to manage general factors such as the number of uploader followers or subscribers, the video age, the number of comments, average rating points, and etc. The impact of average rating points is not so much important as we thought before. However, it is needed to increase the number of uploader followers strategically and sustain the contents in the service as long as possible. Second, we need to pay attention to the impacts of betweenness centrality and closeness centrality among other network factors. Users seems to search the related subject or similar contents after watching a content. It is needed to shorten the distance between other popular contents in the service. Namely, this study showed that it is beneficial for increasing view counts by decreasing the number of search attempts and increasing similarity with many other contents. This is consistent with the result of the clustering coefficient impact analysis. Third, it is important to notice the negative impact of degree centrality and eigenvector centrality on the view count. If the number of connections with other contents is too much increased it means there are many similar contents and eventually it might distribute the view counts. Moreover, too high eigenvector centrality means that there are connections with popular contents around the content, and it might lose the view count because of the impact of the popular contents. It would be better to avoid connections with too powerful popular contents. From this study we analyzed the phenomenon and verified diffusion factors of Youtube contents by using an integrated model consisting of general factors and network structure factors. From the viewpoints of social contribution, this study might provide useful information to music or movie industry or other contents vendors for their effective contents services. This research provides basic schemes that can be applied strategically in online contents marketing. One of the limitations of this study is that this study formed a contents based network for the network structure analysis. It might be an indirect method to see the content network structure. We can use more various methods to establish direct content network. Further researches include more detailed researches like an analysis according to the types of contents or domains or characteristics of the contents or users, and etc.

• The Journal of the Korea Contents Association
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• v.18 no.8
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• pp.62-72
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• 2018

This study conducted a survey the creators of less than 100,000 subscribers about the motivation of choosing MCN, dissatisfaction factors, and the need for public supports. The results show that the motivation to select MCN is that they were satisfied with content distribution and distribution support. However, the creators who distrusted the MCN or were able to operate independently were working independently. Creators were aware of the difficulties of entering overseas market. Creators who were not affiliated with MCN recognized content marketing and distribution. Creators affiliated with MCN recognized that it's the most difficult to enter overseas markets. And regardless of affiliation, satisfaction with profitability was low. In terms of gender, female creators were found to be less satisfied with video production excellence and ease of use of the video platform. Early creators commonly required infrastructure such as production support and production facilities, and particularly demanded public support for marketing and overseas expansion.