본문 바로가기
  • Home
Basic Search

Understanding the Information Adoption Process of YouTube Users: An Application of the Information Adoption Model (IAM)

  • Journal of the Korean Biblia Society for Library and Information Science
  • 2026, 37(2), pp.5~33
  • DOI : 10.14699//kbiblia.2026.37.2.005
  • Publisher : Journal Of The Korean Biblia Society For Library And Information Science
  • Research Area : Interdisciplinary Studies > Library and Information Science
  • Received : February 19, 2026
  • Accepted : May 28, 2026
  • Published : June 30, 2026

Hayeon Jang 1,  Ji-Hong Park ORD ID 1

1연세대학교

Accredited

ABSTRACT

This study applies the Information Adoption Model (IAM) to examine how users adopt health information when searching for health-related content on YouTube. Reflecting the characteristics of the YouTube platform, this study analyzes the effects of health information quality (relevance, timeliness, and conciseness) and the credibility of YouTubers as information providers (expertise, reputation, and trustworthiness) on health information adoption, with perceived usefulness serving as a mediator. An online survey was conducted among users who had experience watching health-related videos on YouTube, yielding 212 responses, of which 189 valid responses were used for the final analysis. Data were analyzed using SPSS 27.0 and SmartPLS 4.1, with PLS-SEM employed as the main analytical method. The results show that all subdimensions of health information quality—relevance, timeliness, and conciseness—have significant positive effects on perceived usefulness. Among the credibility factors of YouTubers, trustworthiness has a positive effect on perceived usefulness, whereas expertise and reputation have no significant effects. In addition, perceived usefulness has a strong positive effect on health information adoption. This study contributes theoretically by empirically identifying the cognitive mechanisms underlying health information adoption in the YouTube context and provides practical implications for enhancing the quality and credibility of health-related content.

Statistics

  • 21 Viewed
  • 7 Downloaded

Tools

Issue List

Citation status

* References for papers published after 2024 are currently being built.

This paper was written with support from the National Research Foundation of Korea.
Basic Search Advanced Search