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

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Type
Academic journal
Author
Journal
korea convergence society 한국융합학회논문지 한국융합학회논문지 제10권 제2호 KCI Accredited Journals
Published
2019.1
Pages
183 - 193 (11page)

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Research on Consistent Use Intention of Home-training Program on Personal Media Service YouTube Based on Post-Adoption Model
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Abstract· Keywords

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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.
#Post-Acceptance Model #personal media #YouTube #home training

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References (35)

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정철호 / 2017 / 확장된 후기수용모델에 기반한 O2O(Online to Offline) 서비스의 지속이용의도 영향요인 분석 / 예술인문사회 융합 멀티미디어 논문지 7(7):857~864 dbpia 김은미 / 2012 / 공연예술계 온라인 문화매개자의 등장과 변화 / 언론정보연구 49(2):74~114 dbpia 김정현 / 2018 / 디지털 문화매개자로서 1인 미디어, 유튜브 채널 <영국남자> / 한국콘텐츠학회 논문지 18(6):50~62 Crossref 오동일 / 2016 / 소셜 크리에이터 산업의 활성화 요인 연구 / 애니메이션연구 12(1):53~68 dbpia M. L. Khan / 2017 / Social media engagement: What motivates user participation and consumption on YouTube? / Journal of Computers in Human Behavior 66:236~247 google schola

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