유튜브 이용자의 정보추구성향, 장르별 이용량, 실재감이 지속시청의도에 미치는 영향에 대한 탐구: 동영상 공유 정도의 조절적 역할을 중심으로

초록

This study explored the effects of YouTube users' information seeking style, genre usage, and presence on their intention to continue using YouTube. We also examined whether the effects of these factors are moderated by the extent to which users share the videos with others. The results of the online survey conducted to validate the research model showed that among the independent variables, information seeking style, soft content consumption, and sense of presence had significant impacts on the intention to continue watching. The analysis of the moderating role of the degree of video sharing showed that the interaction between the amount of soft content consumption and the degree of sharing, and the sense of presence and the degree of sharing were significant. This suggests that the social use of videos is an important factor that influences an individual's YouTube use. These results highlight the need to consider the role of social factors alongside individual factors when exploring the use of social media such as YouTube.

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