Journal of Communication Design 2023 KCI Impact Factor : 1.25
-
pISSN : 1976-1562
- https://journal.kci.go.kr/cdak
KJCKorea
Journal Central
The Analysis of the Relationship between University Students Viewing Motivation and the Viewing Continuity Intention of Vlog on YouTube -Viewing Flow and Viewing Satisfaction as Mediator-
- Journal of Communication Design
- Abbr : JCD
- 2020, 71(), pp.147-164
- DOI : 10.25111/jcd.2020.71.11
- Publisher : CDAK Society of Communication Design
- Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
- Received : February 28, 2020
- Accepted : April 27, 2020
- Published : April 30, 2020
Jeong, Yun-ju 1, KIM JONG MOO I 2
1단국대학교 커뮤니케이션학
2단국대학교
Accredited
ABSTRACT
This thesis helps understand viewing motivation factors of undergraduates who watch a Vlog on YouTube, and suggests effects of viewing motivation about viewing satisfaction, viewing flow, and persistent viewing intention. Also, in relation of viewing motivation and persistent viewing intention, It has a purpose to reveal their relationship on viewing flow and viewing satisfaction Empirically do roles as intermediation. For that, we did a questionnaire on the Internet from 14 Aug 2019 to 14 Sep 2019 and analyzed the data of 332 papers were used to an analysis of result except some papers written by unfaithful people and someone who haven't ever watched YouTube.
First of all, the analysis results show that viewing motivation of watching a Vlog on YouTube was divided into 4 factors such as loneliness alleviation, mediated voyeurism, killing time, and entertainment motivation. Second, It is represented that loneliness alleviation by watching a Vlog on YouTube has a positive effect to viewing flow, but It doesn’t have positive effect to viewing satisfaction and persistent viewing intention. Third, It is shown that mediated voyeurism by watching a Vlog on YouTube has a positive effect to viewing flow, viewing satisfaction, and persistent viewing intention. Forth, It is presented that killing time has a negative effect to viewing flow, and viewing satisfaction and persistent viewing intention don’t have any effect to killing time motivation. Fifth, It is signified that entertainment motivation by watching a Vlog on YouTube has a positive effect to viewing flow, viewing satisfaction, and persistent viewing intention. Sixth, viewing flow have a partial mediation about a relationship of mediated voyeurism, entertainment motivation, and persistent viewing intention. Finally, viewing satisfaction have a perfect mediation about a relationship of mediated voyeurism, entertainment motivation, and persistent viewing intention. In other words, mediated voyeurism and entertainment motivation doesn’t have any direct effect to viewrs’ satisfaction, if it doesn’t have an mediated effect of viewing satisfaction.
Like this results, the research of viewers who watch a Vlog on YouTube has a further significance. Because, there is scarce information about watching a Vlog on YouTube and precedented research was rarely conducted. Based on receiver’s Uses and Gratifications theory, It has a significance, because this research empirically validities a hypothesis and widens widths of a study. Also, this research has a significance, because ‘mediated voyeurism’was added which couldn’t be grasped by studying viewing motivation of traditional/new media.
Statistics
-
1,136 Viewed
-
2 Downloaded
Tools
Issue List
Citation status
* References for papers published after 2023 are currently being built.
[thesis]
강미정
/ 2019
/ 인구통계학적 특성·5대 성격·개인주의-집단주의 및 시청 만족도 : 이용과 충족 이론을 중심으로"
/ 석사
/ 연세대학교 언론홍보대학원
[journal]
김병식
/ 2009
/
The Influence of Internet Professional Baseball Game Viewers’ Watching Motive on Satisfaction and the Intention to Re-watch
/ 한국체육과학회지
/ 한국체육과학회
18(4)
: 671~681
[journal]
김설예
/ 2016
/
The Impact of Viewing Motivation and Social Viewing on Continued Use and Willingness to Pay in the Personal Broadcasting Service: Focused on AfreecaTV
/ 문화경제연구
/ 한국문화경제학회
19(3)
: 57~84
[thesis]
김옥영
/ 2019
/ 유튜브 뉴스 콘텐츠의 이용동기가 이용만족도에 미치는 영향
/ 석사
/ 고려대학교 언론대학원
[book]
김정기
/ 2016
/ 이용과 충족 연구
/ 커뮤니케이션북스
[journal]
김종무
/ 2017
/
Analysis of the Influence that the Motive to View Internet Live Broadcast has on the Degree of Satisfaction in Viewing and the Intention to Continue Viewing
/ 한국디자인문화학회지
/ 한국디자인문화학회
23(2)
: 141~152
[journal]
김종무
/ 2018
/
Analysis of the Relation between Motive to View Biased Relay Broadcast of Pro Baseball by Afreeca TV and Satisfaction in Viewing -BJ Intimacy as Mediator-
/ 한국디자인문화학회지
/ 한국디자인문화학회
24(4)
: 101~112
[journal]
김종무
/ 2019
/
uence that Appearance Music for Players in Biased Pro Baseball Relay Broadcast of Afreeca TV has on Viewer Attitude
/ 커뮤니케이션디자인학연구
/ (사)한국커뮤니케이션디자인협회 커뮤니케이션디자인학회
66
: 7~20
[journal]
김태용
/ 2014
/
An Engagement Scale for TV Viewing Multi-stage Surveys for Item Development and Validation
/ 한국방송학보
/ 한국방송학회
28(2)
: 50~97
[journal]
김해인
/ 2018
/
The Mediating Effects of Relative Deprivation between Mediated Voyeurism of Instagram Users and Purchasing Behavior
/ 한국광고홍보학보
/ 한국광고홍보학회
20(4)
: 442~475
[journal]
김혜영
/ 2018
/
A Study on the Effects of the attractiveness and credibility of Online 1 Personal Media Broadcasting B.J. on the Viewing Engagement perceived on Media Channel, Interactivity, Perceived Enjoyment, and the User’s Responses
/ 광고연구
/ 한국광고홍보학회
(118)
: 78~126
[journal]
박신영
/ 2010
/
The effects of the audience disposition on use motives, genre preference and flow experience in TV drama viewing
/ 언론과학연구
/ 한국지역언론학회
10(1)
: 166~201
[journal]
박주연
/ 2017
/
A Study on Substitution and Complementary of TV and Internet Personal Broadcasting
/ 정보사회와 미디어
/ 한국정보사회학회
18(1)
: 135~157
[journal]
박준철
/ 2003
/
The Effect of Internet Shopping Mall User's Customer Satisfaction on Trust, Commitment, and Customer Loyalty Behaviors
/ Asia Pacific Journal of Information Systems
/ 한국경영정보학회
13(3)
: 131~150
[journal]
백영균
/ 2005
/
An analysis of the key factors in Flowand Game Play Intention of Educational Online Games
/ 교육공학연구
/ 한국교육공학회
21(3)
: 1~32
[thesis]
서경선
/ 2015
/ 청소년의 뷰티관련 유튜브 이용동기와 자아존중감, 또래관계와의 연관성 연구 : 광주광역시여중생을 중심으로
/ 석사
/ 호남대학교 교육대학원
[confproc]
성민제
/ 2018
/ 인터넷 방송에서 이용동기가 만족도와 몰입에 미치는 영향
/ 한국엔터테인먼트산업학회 학술대회 논문집
2018(11)
: 139~144
[journal]
안석홍
/ 2016
/
The Effects of TV Chosun, JTBC Viewing Motives and Parent Brand Equity Evaluation on the Intention of Continuous Viewing
/ 방송통신연구
/ 한국방송학회
(94)
: 9~36
[journal]
오대영
/ 2017
/
Effects of Demographic Features, Use Motives and Personality of Audience on Usage of YouTube
/ 언론과학연구
/ 한국지역언론학회
17(4)
: 122~162
[journal]
은혜정
/ 2002
/
Gratification Sought and Gratification Obtained by Internet Users and Their Relationship with Using Behavior
/ 한국언론학보
/ 한국언론학회
46(3)
: 214~251
[thesis]
이가영
/ 2018
/ 유튜브 일상 콘텐츠(VLOG)에 대한 밀착된시청이 시청 만족도에 미치는 효과
/ 석사
/ 이화여자대학교대학원
[thesis]
이강유
/ 2019
/ 이용자의 만족에 영향을 미치는 유튜브특성과 개인 성향에 관한 연구 : 몰입의 매개효과를중심으로
/ 석사
/ 중앙대학교 대학원
[thesis]
이정희
/ 2018
/ 유튜브 교육/강좌 콘텐츠의 만족도와 지속 이용 의도에 관한 연구 : 이용 동기, 신뢰도, 매체 특성을 중심으로
/ 석사
/ 동국대학교 언론정보대학원
[journal]
이준웅
/ 2006
/
Exploring Dispositional Media Use Motives : An Extension of the ‘Uses and Gratification’ Theory in a Multimedia Environment
/ 한국언론학보
/ 한국언론학회
50(1)
: 251~284
[journal]
정용국
/ 2018
/
Why Do Female College Students Watch Beauty Youtubers and What Do They Experience?
/ 사회과학연구
/ 사회과학연구원
25(3)
: 7~28
[journal]
좌일방
/ 2017
/
An Analysis on A Study on the Influence in Viewers' Watching Motivation of the One-man Comic Broadcasting in China upon Watching Satisfaction and Viewing Continuity Intention
/ 커뮤니케이션디자인학연구
/ (사)한국커뮤니케이션디자인협회 커뮤니케이션디자인학회
59
: 351~362
[journal]
지앙슈에진
/ 2019
/
Effects of the Food Web Casting on College Student’s Viewing Happiness and Attitude Towards Obesity
/ 인터넷정보학회논문지
/ 한국인터넷정보학회
20(4)
: 103~111
[journal]
하동근
/ 2018
/
Effects of Anchors' Reputation and Brand Equity Evaluation of TV News Program on the Continuous Watching Intention : Focusing on KBS, JTBC, YTN TV News
/ 한국콘텐츠학회 논문지
/ 한국콘텐츠학회
18(9)
: 91~101
[thesis]
한기규
/ 2019
/ 20대와 30대 성인의 ASMR 이용 동기와지속적 이용의도에 대한 연구 : 유튜브 ASMR 영상이용중심으로
/ 석사
/ 중앙대학교 신문방송대학원
[journal]
한철우
/ 2006
/
A research on the development of the electronic textbook for induction the learning motivation and the flow(optimal experience)
/ 교원교육
/ 교육연구원
22(3)
: 155~185
[journal]
황하성
/ 2007
/
Rethinking of TV viewing SatisfactionRelationships among TV viewing Motivation, Para？socialInteraction, and Presence
/ 한국방송학보
/ 한국방송학회
21(5)
: 342~382
[thesis]
HU, MIN
/ 2019
/ 리뷰 브이로그(REVIEW VLOG)의 특성이 의사사회적 상호작용, 신뢰감, 콘텐츠 팔로우 의향에 미치는 영향 연구
/ 석사
/ 이화여자대학교 대학원
[thesis]
YAO, HUI
/ 2019
/ 일상 공유 브이로그(VLOG) 시청동기가 시청 만족도와 지속시청의도에 미치는 영향 연구:연애 일상 VLOG 중심으로
/ 석사
/ 이화여자대학교 대학원
[journal]
Christian, A. J.
/ 2009
/ Real vlogs: The rules and meanings of online personal videos
/ First Monday
14(11)
: 5~
[book]
Csikszentmihalyi, Mihaly
/ 1988
/ Optimal Experience :Psychological studies of flow in consciousness
/ Cambridge University Press
[journal]
Gao, W.
/ 2010
/ Vlogging: A Survey of Videoblogging Technology on the Web
/ ACM Computing Surveys
42(4)
: 2~
[journal]
Hoffman, D. L.
/ 1996
/ Marketing in Hypermedia Computer-Mediated Environments:Conceptual Foundations
/ Journal of Marketing
60
: 50~68
[book]
Hunt, H. Keith
/ 1977
/ Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction Edited
/ Marketing Science Institute
: 455~488
[journal]
Katz, Elihu
/ 1973
/ Uses and Gratifications Research
/ The Public Opinion Quarterl
37(4)
: 509~523
[journal]
Rubin, A. M.
/ 1979
/ Television use by children and adolescents
/ Human Communication Research
5(2)
: 109~120
[journal]
Sanchez-Cortes, Kumano
/ 2015
/ In the mood for Vlog :Multimodal inference in conversational social video
/ TiiS
5(2)
: 2~
[web]
/ https://news.joins.com
/ https://news.joins.com
[web]
/ https://www.youtube.com
/ https://www.youtube.com