Study on the Usage Motivation and Intention of Persistent Subscription of Beauty YouTube Subscription System -Focusing on the regulation effect based on video play time and the parameters of the beauty channel-
Journal of Communication Design
CDAK Society of Communication Design
Research Area :
This study is about the subscription system of YouTube channel featuring beauty. Beauty content, in particular, is in the spotlight of spreading Korean culture to other countries. In t he beauty industrial aspect, consumers who are willing to buy may reduce uncertainty about the product through information provided by the beauty creators. Additionally, beauty content has a great influence on consumers, who are the viewers, because it shows the experience of actual use of cosmetic products.
In this study, we want to find out the motivation for using Youtube beauty channels and the influence of it by dividing into parameters (the characteristics of the subscription channel) and the adjustment variables(video play time). This study was conducted in March 2020 and analyzed by surveying male and female(500 people). A total of 467 copies were used in the survey, eliminating unsubscripted or insincere responses. For empirical analysis and verification of hypothesis, the results of frequency analysis, confirmation factor analysis, reliability test, structural equation model analysis, path analysis, mediated effect analysis, and adjustment effect analysis are as follows.
According to the results of this study, social impact and time saving among the motivation for using the beauty YouTube subscription system have a significant impact on the satisfaction of use, continuous subscription, and intention to share. Therefore, content that is socially influential among beauty channels or saves viewers time is highly likely to be satisfied, shared, and continuously subscribed. Considering beauty channel features, usefulness has a significant impact on continuous subscription, indicating that users continuously want to subscribe useful videos. The intermediatry role of beauty channel was shown as satisfaction of subscriptions, continuous viewing, and intention to share. It also played a role in time saving.
Among the usage motivation, it was found that social effects and time savings play a positive role in the relationship with satisfaction of use. Lastly, I wanted to find out the difference between the video length of the YouTube beauty channel. In groups with less than 10 minutes of video length on beauty YouTube channels, the p-value for the path of effectiveness was not significant at 0.153 for accuracy, but in groups with more than 10 minutes of video length, the p-value was significant at 0.003. Thus, in accuracy, the path of effectiveness can be interpreted as a difference between the two groups. A total of 21 adjustment analysis showed that videos of more than 10 minutes had significant adjustment effects in a total of 17 paths.
These findings will provide basic data on consumer behavior studies that want to purchase beauty products using YouTube.