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An Integrated Model for the YouTube 'Mukbang' Content use Motivation and Continuous Use Intention: Focusing on Uses and Gratifications Approach and Technology Acceptance Model
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유튜브 '먹방' 콘텐츠 이용 동기와 지속이용의도 통합모델: 이용과 충족접근, 기술수용모델을 중심으로

논문 기본 정보

Type
Academic journal
Author
Gweon Oh Cheon (경남도립남해대학)
Journal
The Korea Society of Digital Policy & Management 디지털융복합연구 디지털융복합연구 제19권 제12호 KCI Accredited Journals
Published
2021.12
Pages
413 - 425 (13page)
DOI
https://doi.org/10.14400/JDC.2021.19.12.413

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An Integrated Model for the YouTube 'Mukbang' Content use Motivation and Continuous Use Intention: Focusing on Uses and Gratifications Approach and Technology Acceptance Model
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Abstract· Keywords

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This study examines the motivation for using YouTube 'mukbang' content by integrating the use and satisfaction approach and the technology acceptance model, and identified the determinants that affect the continuous use intention. A survey was conducted on 358 YouTube 'mukbang' content users, and major results were derived through exploratory/confirmatory factor analysis and path analysis using the SPSS 21.0 program and the AMOS 21.0 program. The main results are presented as follows. First, information seeking motive, stress relief motive, and time spending motive had a positive effect on perceived usefulness, and information seeking motive and time spending motive had a positive effect on perceived ease of use. Second, information seeking motivation, stress relief motivation, and time spending motivate had a positive effect on perceived enjoyment and perceived novelty. Third, perceived enjoyment did not have a significant effect on perceived usefulness. Fourth, both perceived enjoyment and perceived novelty had a positive effect on continuous use intention. Fifth, perceived ease of use had a positive effect on perceived usefulness, and perceived ease of use and perceived usefulness had a positive effect on continuous use intention. This study will have academic significance in that it elaborates a model that can identify the continuous use of YouTube 'mukbang' content by integrating the uses and gratifications approach, and technology acceptance model. Future follow-up studies should contribute to the refinement of models related to the determinants of the intention to continue using YouTube's 'mukbang' content through an attempt to integrate various models.
#유튜브 먹방 #이용 동기 #이용과 충족접근 #기술수용모델 #지속이용의도 #통합모델 #Youtube mukbang #use motivation #Uses and Gratifications #Technology acceptance model #Continuous use intention #Integrated model

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References (1)

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강미정, 조창환. (2020). 욕구 충족 영상 콘텐츠(브이로그 / ASMR / 먹방) 이용 동기, 수용자 특성, 시청 만족도에 관한 연구. 한국콘텐츠학회논문지, 20(1), 73-98. dbpia

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