유튜브 쇼츠 이용동기와 감각추구성향이 공유의도에 미치는 영향: 지각된 개인화의 조절적 역할을 중심으로

초록

Short-form content, with its strengths of being concise and immediate, is developing into the mainstream of the media industry. This study explores the impact of the motivation for using YouTube shorts(habitual consumption motivation, core brief motivation, interaction motivation) and personal sensation-seeking on the intention to share the shorts. This study also examined whether perceived personalization had a moderating effect. Using a survey data from 291 YouTube shorts users, this study confirmed that core conciseness motivation, interaction motivation, and sensation-seeking had a significant direct effect on the intention to share the shorts. In addition, perceived personalization had moderating effects of the habitual consumption motivation and the interaction motivation on the shorts sharing intention. These results show that perceived personalization moderate the motivation for using YouTube shorts, but not personal sensation-seeking.

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