정부PR 유튜브 콘텐츠의 속성이 이용자의 태도와 이용의도에 미치는 영향 연구

초록

In this study, in order to analyze the process of persuading the public through government YouTube channels from an empirical perspective, the effects of professionalism, reliability, richness, and entertainment, which are attributes of government PR YouTube content, on viewing immersion, and the extended technology acceptance model were applied to analyze the effects between usage factors, and the effects of viewing immersion and technology acceptance model factors on users’ satisfaction and continuous use intention. Through an empirical study conducted on subscribers to government PR YouTube channels, it was analyzed that the richness of government PR YouTube content did not have an effect on the viewing immersion variable of government PR YouTube users. It was investigated that users of government PR YouTube content exerted influence on YouTube content viewing immersion in the situation of YouTube content viewing immersion, with perceived usefulness and perceived ease of use, which are factors of the technology acceptance model, respectively, and perceived ease of use was found to affect perceived usefulness. In addition, it was investigated that the perceived usefulness and perceived ease of use recognized by users of government PR YouTube content each had a positive effect on YouTube use satisfaction, and user satisfaction was analyzed as an influencing factor on continuous use intention. Based on these results, the government YouTube channel will be able to function as an important media platform for government PR in the future and provide various information that can take into account the characteristics of users when producing scientific and strategic PR content. In addition, it has laid the foundation for increasing the competitiveness of government PR YouTube content, providing academic and practical implications, and producing additional research.

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