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The impact of personal characteristics and social viewing of YouTube personal travel
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유튜브 개인여행방송 시청자의 개인 특성과 사회적 시청이 시청만족, 지속이용, 방문의도에 미치는 영향

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Type
Academic journal
Author
Lee, Jun-Ho (경희대학교) Lee, Sa-Hee (경희대학교) Yoon, Ji-Hwan (경희대학교)
Journal
Korean Hospitality and Tourism Academe Korean Journal of Hospitality & Tourism Vol.28 No.4(Wn.116) KCI Accredited Journals
Published
2019.6
Pages
51 - 71 (21page)
DOI
10.24992/KJHT.2019.06.28.04.51.

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The impact of personal characteristics and social viewing of YouTube personal travel
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Research history (3)

2022

The impact of personal travel media content characteristics on a viewer’s social presence and behavioral intention
Lee Jun-Ho ,  Yoon Ji-Hwan 관광학연구 2022.03 Academic journal

2021

The Effect of the Personal Travel Broadcasting Content Characteristics on the Social Existence, Flow and Intention of Behavior of Viewers
이준호 2021.01 Thesis

2019

The impact of personal characteristics and social viewing of YouTube personal travel
Lee ,  Jun-Ho ,  Lee Korean Journal of Hospitality & Tourism 2019.06 Academic journal
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Abstract· Keywords

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With the development of information technology, the global tourism market has rapidly changed into individual tourism. Mobile and social media usage for travel information has become one of the new tourism trends. YouTube, the popular UCC-based social networking platform, provides live streaming service, enabling a single media content provider to communicate fast and vividly with viewers. The purpose of this study is to investigate the influence of the personal characteristics and social watch of the viewer on satisfaction of a single media content provider regarding travel. Furthermore, this study also examines the relationship among satisfaction, persistent use intention and visit intention to the introduced travel destination on streamers travel broadcasts. A total of 302 viewers who have watched streamers’ travel broadcasts on YouTube participated in this study. Exploratory factor analysis, confirmatory factor analysis, and path analysis were used. The results of this study found that among the three personal characteristics, personal innovation and perceived pleasure had a significantly positive influence on viewers" satisfaction, but self efficacy was not significant. Among the three social watch factors, social interaction and subjective norm had a significantly positive influence on viewers" satisfaction, but social reality was not significant. Satisfaction significantly and positively influenced both persistent use and visit intention. The results of this study can contribute to creating useful travel contents for streamers and broadcast platform companies, and can also be utilized for undertaking public relation activities through a new YouTube channel in the tourism industry or local governments by providing real time trend information to domestic and international visitors.
#Personal broadcasting #Individual characteristics #Social watching #Users view satisfaction #Intention of Continuous use #Visit intention #유튜브 #개인여행방송 #개인 특성 #사회적 시청 #시청 만족 #지속이용의도 #방문의도

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 분석결과
Ⅴ. 논의 및 결론
참고문헌
국문초록

References (81)

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강대식 / 2011 / 대학 원격교육환경에서 학습자의 정의적 특성, 학습실재감, 몰입감, 학습만족도간 구조적 관계 분석 / 교육정보미디어연구 17(1):133~152 dbpia 고위 / 2017 / 중국에서의 사물인터넷(IoT)기반 스마트홈 앱의 사용의도에 관한연구 / e-비즈니스연구 18(6):195~212 dbpia 권성연 / 2011 / 온라인 수업에서 교수실재감, 학습접근, 만족도 및 학습효과 인식 간의 관계 분석 / 교육공학연구 27(3):535~560 google schola 권순동 / 2010 / 이러닝의 특성과 유용성이 지속적 이용의도에 미치는 영향에 관한 연구 / Journal of Information Technology Applications & Management 17(1):35~54 dbpia 김가영 / 2017 / 기업 마케팅의 소셜미디어(SNS) 콘텐츠 유형이 사용자 구매의도에 미치는 영향에 관한 연구: 만족도의 매개효과와 개인특성의 조절효과를 중심으로 / 벤처창업연구 12(3):75~86 google schola

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