• Journal of the Korea Institute of Information and Communication Engineering
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• v.23 no.7
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• pp.757-763
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• 2019

Youtube has become so popular that it is called the age of YouTube. As the number of users and contents increase, the choice of information increases. However, it is difficult to select information that meets the needs of users. YouTube provides recommendations based on their watch list. Therefore, in this study, we want to analyze the channel of user's subject in various angles and provide the proposed scheme based on the crawled channels, measurement of the perception of channels and channel videos through quantitative data and hidden qualitative data analysis. Based on the above two data analysis, it is possible to know the recognition of the channel and the recognition of the channel video, thereby providing a ranking of the channels that deal with the topic. Finally, as a case study, we recommend English learning channels to users based on numerical data statistics and emotional analysis results to maximize flipped learning effect regardless of time and space.

• The Journal of the Korea Contents Association
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• v.18 no.12
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• pp.660-675
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• 2018

This study is designed to investigate how the perceived characteristics of the online video services affect the 'flow' as positive experience and satisfaction of users. For the study, we conducted a questionnaire survey on 289 people using YouTube, and then analyzed the relationships among variables using hierarchical regression analysis. As a result, it was confirmed that interactivity, newness of recommendation service, diversity of content, and entertainingness of contents all affect the lower level of flow experience. On the other hand, the accuracy of the recommendation service did not affect the flow experience, but positively affects the level of satisfaction. Finally, it is also confirmed that flow has a direct effect on user satisfaction, and mediates relationship between the characteristics of YouTube and satisfaction. The results of this study are helpful to understand user's perception and experience of online video platform service and suggest the discussion points to be considered by the industry to satisfy users.

• The Journal of the Convergence on Culture Technology
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• v.8 no.3
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• pp.113-128
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• 2022

The objective of this study is to pay attention to the personal media environment that is in the center of rapid changes in the media industry, to especially explore the activity area of one-person or minority media creators who lead the mobile media environment that could be connected, watched, and produced anywhere, and to closely examine the mutual ecosystem between creators and viewers. Especially, paying attention to the recommendation service YouTube provides, for example, based on the big data algorithm related to users' habitual use, when users' data used are provided more, the users face the advanced service, this study aimed to examine the effects of recommendation service on the formation of trust between user and producer, user flow, and subscription intention, and also to demonstrate the process of forming this mutual relation through concrete data. In the conclusion, implications that can be inferred based on the research results and suggestions for further research in the future were presented.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.221-237
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• 2023

This study was conducted as part of a phased study aimed at closely examining the mutual ecosystem between creators and viewers through paying attention to the personal media environment that is in the center of rapid changes in the media industry and particularly exploring the areas of activity of the single-person or minority media creators who lead the mobile media environment that could be accessed, viewed and produced anywhere. In particular, this study aimed to not only pay attention to the situation in which the potential to expand professional YouTuber areas encounters the changing desire and demand of content service users who continue to become more evolved as time passes, but also examine the influence of the reputation of professional YouTubers on users' loyalty and subscription intention, examine the moderating effect of sincerity on the relationship between YouTubers and users, and demonstrate such relationship formation process based on concrete data. In the conclusion section, implications that can be drawn from the study results and suggestions for further studies in the future were proposed.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.513-524
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• 2020

Recently, YouTube's growth started drawing attention. YouTube is not only a content-consumption channel but also provides a space for consumers to express their intention. Consumers share their opinions on YouTube through comments. The study focuses on the text of global entrepreneurs' speeches and the comments in response to those speeches on YouTube. A content analysis was conducted for each speech and comment using the text mining software Leximancer. We analyzed the theme of each entrepreneurial speech and derived topics related to the propensity and characteristics of individual entrepreneurs. In the comments, we found the theme of money, work and need to be common regardless of the content of each speech. Talking into account the different lengths of text, we additionally performed a Prominence Index analysis. We derived time, future, better, best, change, life, business, and need as common keywords for speech contents and viewer comments. Users who watched an entrepreneur's speech on YouTube responded equally to the topics of life, time, future, customer needs, and positive change.

• Journal of Internet Computing and Services
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• v.23 no.3
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• pp.77-85
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• 2022

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.

• The Journal of the Korea Contents Association
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• v.22 no.2
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• pp.349-357
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• 2022

The various types of play structures and environments in which the playful motivation of YouTube users is effectively implemented are the main backgrounds of YouTube development and activation. This study discussed the types of play in YouTube space by dividing them into 'Agon', 'Alea', 'Mimicry', 'Ilinx' categories. And, it was found that the types of play that can be experienced in YouTube spaces are not divided into clear boundaries, but the elements of 'competition', 'luck', 'mimicry' and 'vertigo', which are essential characteritiscs of each category, are fused into various combinations. As such, this study is sufficiently academic in the fact that it is a humanistic approach to YouTube. In addition, it is a practical research result that can be actually used in the process of planning and producing user-centered similar platforms in the future.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.528-542
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• 2021

This study aims to examine the attitudes toward online advertisement targeting YouTube content users and to present implications for the direction and regulation of personal media broadcasting advertisement. The study used the data from 'Awareness of On-line Ads and Blocking Tools' conducted by the Korea Press Foundation in 2020. For the statistical analysis, correspondent analysis was employed. The main results followed as: women tended to perceive more discomfort about the ads before the start of the content compared to men, and women in twenties perceived the highest discomfort with intermediate advertisement. Second, respondents who watch more YouTube contents tended to accept more ads to use contents for free. Third, respondents who are willing to use the advertisement blocking service were most aware of the inconvenience of advertisements before starting of YouTube contents. Although users are aware of the inconvenience, the use of advertisement blocking service has not yet been found to be generalized. However, the use of ad blocking service is expected to increase gradually. It would be expected that efforts to regulate advertisement to reduce discomfort about advertisement among users are also required.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.222-230
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• 2022

Recently, Korea's cultural content industry is developing, and behind the growing recognition around the world is the real-time sharing service of global network users due to the development of science and technology. In particular, in the case of YouTube, its propagation power is fast and powerful in that everyone, not limited users, can become potential video providers. As more than 80% of mobile phone users are using YouTube in Korea, YouTube's information means that psychological factors of users are reflected. For example, information such as the number of video views, likes, and comments of a channel with a specific personality shows a measure of the channel's personality interest. This is highly related to the fact that information such as the frequency of keyword search on portal sites is closely related to the stock market economically and psychologically. Therefore, in this study, YouTube information from a representative entertainment company is collected through a crawling algorithm and analyzed for the causal relationship with major variables related to stock prices. This study is considered meaningful in that it conducted research by combining cultural content, IT, and financial fields in accordance with the era of the fourth industry.

• The Journal of the Convergence on Culture Technology
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• v.8 no.4
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• pp.435-444
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• 2022

There are three focuses in the paper. Firstly, the study identified what channels were most viewed by YouTube users to watch the 'Daejang-dong scandal,' which was the most powerful agenda to influence the candidate preference among voters during the 20th presidential election. Secondly, the study analyzed whether the political tone of the first videos was in line with that of the subsequent videos. Finally, we compared the sentiment of comments on the first and subsequent videos. The results showed that TBS 'News Factory' and 'TV Chosun News' represented liberal and conservative factions, respectively. Secondly, the political tone of channels that were viewed subsequently was neutral, but the conservative channel users left more negative comments and that was significant statistically. In addition, about 80% of the conservative and liberal channel users shared the same political tendency with the channel they watched first, and more than 90% of the comments left at the subsequent videos in line with that of at the first news. Based on these results, the study concluded that the voters tended to seek political news that was similar with their political ideology, and it was considered a sort of echo chamber phenomenon on the YouTube. The study suggests that the performance of high-quality journalism by traditional news outlet might contribute to decrease the negative influence of political contents on YouTube users.