Recently, COVID-19 has led to an increase in the number of people watching online videos such as YouTube, creating a change in lifestyle around the world. As a result, the viewing time of online videos has increased in Korea compared to last year. Among YouTube contents, entertainment content such as dramas and movies have the highest ratings. As interest in cooking has increased recently, interest in ‘cooking shows’ and ‘eating shows’ has also increased. Therefore, they try cooking themselves while watching cooking videos or making their own recipes on YouTube videos to challenge new menus. In addition, as non-face-to-face classes spread due to COVID-19, many culinary technician certification courses are also being learned through YouTube. Therefore, the use motivation for YouTube for culinary education, educational satisfaction, academic achievement, and continuous use intention were studied for those who actively use YouTube these days.
A sample of this study was conducted on people using YouTube culinary education channels across the country. The data collection referred to expert opinions to conduct sophisticated research. The preliminary survey was conducted from January 15th, 2021 to January 30th, 2021. The preliminary survey examined, modified and supplemented the measurement tools. The main survey was conducted from February 1st, 2021 to February 15th, 2021. Finally, 791 people participated in the survey and a total of 791 copies were used for analysis. Using the IBM SPSS 25.0 Statistical Package Program, this study conducted hypothesis validation of general characteristics and research, and specifically conducted frequency analysis, reliability analysis, and variance analysis to determine the differences between factors. Furthermore, this study uses the AMOS 23.0 program to verify the structural relationships between the overall factors and the fit and significant relationships of the overall model using the confirmative factor analysis and the structural equation model.
The results of hypothesis verification through structural equation model analysis are as follows. First, the relationship between YouTube use motivation and educational satisfaction has been shown to have a significant impact on educational satisfaction in the order of informativity and convenience. However, there was no significant impact on interest and economic. Second, the relationship between YouTube use motivation and academic achievement has a significant impact on academic achievement in the order of informativity and convenience. However, there was no significant impact on interest and economic. Third, looking at the impact of the parameters of this study, both educational satisfaction and academic achievement have a significant impact on continuous use in the relationship between educational satisfaction and academic achievement. In addition, it has been confirmed that academic achievement is more influential than educational satisfaction. Fourth, looking at the relationship between YouTube motivation and continuous use intention, only economic factors have a significant impact on the continuous use intention.
Based on the findings, we present the following implications: First, providing culinary education content should present a clear purpose of education, and advertisements should be made through keywords closely related to education content rather than keywords to arouse viewers'' curiosity. Second, culinary education providers through YouTube should be careful not to provide groundless cooking information or unclear information about the contents of the lecture. When explaining cooking methods and techniques based on the instructor''s experience, it is deemed that the reliability or satisfaction of viewers can be improved by attaching reasons for the relevant method. Third, in order to increase the number of subscribers to the channel by increasing the satisfaction of users, attention should be paid to delivering accurate information and providing various information in the training contents. Fourth, YouTube platforms have strengths in ease and usefulness, so they need to provide fast and accurate information and focus on organizing various cooking contents, and establishing an interaction channel that can communicate in real time will help secure users.