• Journal of the Korean Society for information Management
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• v.34 no.4
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• pp.227-245
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• 2017

This study mainly investigates the motivations of YouTube and Flicker users for posting videos or images/photos on each service. The motivational framework with ten factors such as enjoyment, self-efficacy, learning, personal gain, altruism, empathy, social engagement, community interest, reputation and reciprocity were used to test the motivations. Those who are users of YouTube and Flickr were recruited from Amazon Mechanical Turk to participate in online surveys. Findings show that learning and social engagement are the two most highly rated motivations. Altruism was rated relatively low, although it was strongly correlated with all other motivations. Personal gain was rated as the lowest by both users but Flickr users rated personal gain higher than YouTube users. Findings from this study could be applicable to specify user motivations for using the services and to upgrade the designs of the services in the future.

• Asia pacific journal of information systems
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• v.31 no.3
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• pp.277-295
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• 2021

This paper examines the features that make a YouTube channel attractive to users. Considering that drawing users' attention is challenging on this platform, where voluminous amounts of videos are available, it is crucial to identify the factors that make users intend to subscribe to a YouTube channel. In this study, we used an online survey to collect data from 1125 respondents and an SEM model using Smart PLS 3.2.8 to analyze it. The results show that integrity and familiarity with a YouTube channel are positively correlated with trust in its creator, which leads to subscribing to the YouTube channel; value and accuracy also positively affect intention to subscribe to a YouTube channel via trust in content. This study enriches the field of research about trust in the creator and trust in content.

• Journal of Korea Society of Digital Industry and Information Management
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• v.17 no.3
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• pp.39-61
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• 2021

This study aims to examine the effect of the Mindfulness for YouTube users. Recently, video sharing platforms have grown rapidly with YouTube, and YouTube has grown rapidly despite the emergence of various video sharing platforms. Which YouTube represents these changes, provides an environment where anyone can make and distribute videos. And through these advantages, many viewers are coming in and more creators are making videos. The purpose of this study is to understand the influence factors of YouTube service in Korea and to clarify the causal relationship between the factors that affect the continued use intention through usefulness, confirmation, and satisfaction. For this reason, presented a research model that applied key variables of the Mindfulness theory, which emphasized that users should be aware of their emotions. In order to empirical verification the research model of this study, a questionnaire was conducted for university students and general office workers who had experience using YouTube. As a result, first decentered attention has been shown that has no positive effect on perceived usefulness and confirmation. Second, non-judgmental acceptance has benn shown that has a postitive effect on perceived usefulness and confirmation. Third, current self-perception has been shown that has no positive effect on perceived usefulness and confirmation. Fourth, concentration has been shown that has no positive effect on perceived usefulness and confirmation. And Mindfulness has been shown that has a positive effect on satisfaction and perceived usefulness. Through this, it is important to use YouTube to use what users feel is important, and it is important to determine whether the video is helpful to them when accepting content and make them expect the next video.

• The Journal of the Korea Contents Association
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• v.22 no.8
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• pp.1-13
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• 2022

This study examined the interactive effects of selective exposure, political orientation, and political interest on YouTube political video users' attitude polarization. The results are presented as follows. In relation to research question 1 and 2, attitude polarization toward selective exposure and political orientation, selective exposure and political interest of YouTube political video users was examined. As a result, in the same selective exposure, the main effect on attitude polarization 'I' was found. Therefore, it was found that the higher the selective exposure of YouTube users to political videos, the stronger the attitude polarization toward YouTube users themselves. In relation to research question 3, attitude polarization toward political orientation and political interest of YouTube political video users was examined. As a result, the interaction effect on the attitude polarization 'I' was found in the political orientation and political interest. Therefore, when political interest in both progressive and conservative tendencies is high, the attitude polarization toward YouTube users themselves is also strengthened.

• Proceedings of the Korean Society of Computer Information Conference
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• 2022.07a
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• pp.713-715
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• 2022

Video learning through YouTube has emerged as one of the most widely used instructional methods, yet relatively little research has been conducted on YouTube video users' willingness to use or behavior, so it is important to examine how to make and keep users' willingness to continue learning and to improve their retention rate for effective online learning. With reference to perceived value theory and utilizing an ECM perspective, the authors construct a model of YouTube video continuous learning intention and investigate the influence of perceived value and satisfaction on users' willingness to use YouTube videos for continuous learning.

• Journal of KIISE
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• v.42 no.5
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• pp.664-670
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• 2015

With the rapid progression of the Internet and smartphones, YouTube has grown significantly as a social media sharing site and has become popular all around the world. As users share videos through YouTube, social data are created and users look for video recommendations related to their interests. In this paper, we extract users' social category based on their social relationship and social category classification list using YouTube data. We propose the YouTube recommendation algorithm using the extracted users' social category for more accurate and meaningful recommendations. We show experiment results of its validation.

• The Journal of the Korea Contents Association
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• v.21 no.4
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• pp.628-644
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• 2021

The main purpose of this study is to search for variables that influence the perception of news of YouTube current affairs and political channel users. Existing studies have focused on providing normative criticism by examining the public opinion influence of YouTube channels, which play a role similar to the media, in terms of political polarization, fake news, and confirmation bias. However, this study attempts to examine the changes and meanings of users' perception of news with the advent of YouTube. To this end, an online survey was conducted for users with experience in using YouTube's current affairs and political channels. As a result of the study, it was found that the news perception of YouTube current affairs and political channel users was mixed with the perception of news from the perspective of professional journalism and the perception of newly added news in the digital environment. Based on these results, the researcher examined the implications of the professional news media's response direction to the platform environment.

• 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.

• The Journal of the Korea Contents Association
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• v.20 no.9
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• pp.29-42
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• 2020

The purpose of this study is to present a qualitative research method for extracting and analyzing the comments written by YouTube video users. To do this, we used YouTube users' feedback to measure the hedonic, social, and utilitarian gratification of use and gratification theory(UGT) through by using analysis and topic modeling. The result of the measurement found that the first reason why users watch the trot singer, Cho Myung-sub's video in the KBS Korean broadcasting channel is to achieve hedonic gratification with high frequency. In word-document network analysis, the degree of centrality was high in words, such as 'cheering', 'thank you', 'fighting', and 'best'. Betweenness centrality is similar to the degree of centrality. Eigenvector centrality also shows that words such as 'love', 'heart', and 'thank you' are the most influential words of users' opinions. The results of the centrality analysis present that the majority of video users show their 'love', 'heart' and 'thank you' for the video. it indicates that the high words in centrality analysis is consistent with the high frequency words of hedonic and social gratification dimension of the UGT. The study has research methodological implication that shed light on the motivations for watching YouTube videos with UGT using text mining techniques that automate qualitative analysis, rather than following a survey-based structural equation model.

• Journal of the Korean Society for information Management
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• v.40 no.1
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• pp.73-93
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• 2023

This study conducted a comprehensive analysis and evaluation of library services using YouTube through content analysis of YouTube content and emotional response analysis of user comments. This study analyzed 2,169 YouTube contents and 6,487 comments of users from 61 university libraries. The results showed that the number of 'data' content was the largest among 4 categories, followed by 'communication' and 'education' content, and 'promotion' content. Among the sub-classifications, the number of 'information services' contents was the largest. In the analysis of users' emotional responses to YouTube content, the major categories of users' emotional responses were 'data' content and 'communication' content. Most of the user's emotional responses were positive in all categories of content, and the most frequent user emotional expression was 'good'. In addition, the vocabulary used in the user's emotional response was more about the person appearing in the video than the expression of the content of YouTube contents.