International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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An Empirical Study of YouTube Knowledge Contents Viewing and Purchase Intentions: Focusing on The Survey of <Chekgrim> Subscribers

  • Jeong-Hye Han (Center of BDSI, Korea University) ;
  • Haeng-Eun Kim (Center of BDSI, Korea University) ;
  • Sung-Tae Kim (School of Media & Communications, Korea University)
  • Received : 2024.05.06
  • Accepted : 2024.05.16
  • Published : 2024.08.31
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Abstract

As YouTube is rapidly growing as an information platform, we investigated practical impacts of YouTube knowledge content and creator characteristics on viewer satisfaction and purchase intention. In so doing, an empirical survey was conducted among the viewers of <Chekgrim>, one of representative book YouTube channels in Korea. A total of 641 valid samples were analyzed. This study aims to understand the impact of knowledge contents on YouTube, and creator characteristics on viewer satisfaction and purchase intention. Specifically, for the study, content characteristics were divided into three sub-factors: entertainment, information, and interactivity, and the creator characteristics were divided into two sub-factors: intimacy and professionalism. Viewing satisfaction and purchase intention were set as dependent variables. The results of various analyses confirm that creator characteristics have direct and indirect effects on viewers' purchase intentions, and in particular, intimacy has the greatest influence on purchase intentions. This is expected to be a meaningful empirical analysis for future influencer marketing strategies and effective communications between content creators and consumers.

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