유튜브 골프채널 구독동기가 시청만족 및 활용도에 미치는 영향

초록

[Purpose] This study verified the effect of subscription motivation on viewing satisfaction and utilization for subscribers who watch YouTube golf channels. [Method] To achieve this purpose, an online survey was conducted through the community of each golf channel and Instagram for subscribers who subscribe to YouTube golf channels. Path analysis was conducted through SPSS 23.0 and AMOS 23.0 to verify the relationship between each factor, and the results are as follows. [Result] First, it was found that the content quality of the YouTube golf channel subscription motivation had a positive effect on viewing satisfaction. Second, it was found that the creator's charm of YouTube golf channel subscription motivation had a positive effect on viewing satisfaction. Third, it was found that proxy satisfaction of YouTube golf channel subscription motivation had a positive effect on viewing satisfaction. Fourth, it was found that the mutual exchange of YouTube golf channel subscription motivation had a positive effect on viewing satisfaction. Fifth, it was found that the convenience of viewing the YouTube golf channel subscription motivation had a positive effect on viewing satisfaction. Sixth, it was found that YouTube golf channel viewing satisfaction had a positive effect on utilization. [Conclusion] As shown in the results presented, it was found that online experiences and reactions such as subscription motivation and viewing satisfaction in the process of watching YouTube golf channels were effective factors that spread to usability, an offline behavior.

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