Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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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

유튜브 '먹방' 콘텐츠 이용 동기와 지속이용의도 통합모델: 이용과 충족접근, 기술수용모델을 중심으로

  • Gweon, Oh-Cheon (Dept. of Hotel Culinary Arts & Bakery, University of Gyeongnam Namhae)
  • Received : 2021.09.09
  • Accepted : 2021.12.20
  • Published : 2021.12.28
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Abstract

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.

본 연구는 이용과 충족접근, 기술수용모델을 통합 적용하여 유튜브 '먹방'콘텐츠 이용동기와 지속이용의도를 살펴보았다. 본 연구에서는 유튜브 '먹방' 콘텐츠 이용자 358명을 대상으로 설문조사를 통해 SPSS 21.0 프로그램과 AMOS 21.0 프로그램을 활용, 탐색적/확인적 요인분석과 경로분석 등을 실시하여 핵심 결과를 도출하였다. 결과를 제시하면, 첫째, 유튜브 '먹방' 콘텐츠 이용 동기 중 정보추구 동기와 스트레스 해소 동기, 시간보내기 동기는 인지된 유용성에, 정보추구 동기와 시간보내기 동기는 인지된 용이성에 정적 영향을 미쳤다. 둘째, 정보추구 동기, 스트레스 해소 동기, 시간보내기 동기는 공통적으로 인지된 즐거움과 인지된 독창성에 정적 영향을 미쳤다. 셋째, 인지된 즐거움은 인지된 용이성에는 정적 영향을 미쳤다. 넷째, 인지된 즐거움과 인지된 독창성은 모두 지속이용의도에 정적 영향을 미쳤다. 다섯째, 인지된 용이성은 인지된 유용성에 대해 정적 영향을 미쳤으며, 인지된 용이성과 인지된 유용성 모두 지속이용의도에 정적 영향을 미쳤다. 본 연구는 이용과 충족접근, 기술수용모델을 통합 적용하여 유튜브 '먹방' 콘텐츠의 지속이용을 파악할 수 있는 모델을 정교화하였다는 점에서 학술적 의의가 있을 것이다. 후속연구에서는 유튜브 '먹방' 콘텐츠의 지속이용의도 관련 모델의 정교화를 위해 다양한 이론과 모델들을 통합 적용해 볼 필요가 있을 것이다.

Keywords

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