유튜브 프리미엄(YouTube Premium) 서비스의 기능적 이용동기가 만족도와 지속이용의도에 미치는 영향

초록

This study empirically examines how functional usage motivations offered by YouTube Premium influence user satisfaction and continued usage intention. Focusing on key features such as ad-free viewing, offline downloads, background playback, and YouTube Music, the study categorized functional motivations into four dimensions: content immersion, ubiquitous accessibility, multitasking, and product bundling. A survey was conducted with 361 YouTube Premium users, and the collected data were analyzed using hierarchical regression and mediation analysis. The analysis revealed that content immersion, multitasking, and product bundling positively affected user satisfaction, with content immersion and product bundling also showing a significant positive impact on continued usage intention. Furthermore, satisfaction was found to mediate the relationship between functional motivations and continued usage intention. This study offers a theoretical framework to explain user behavior in YouTube Premium and provides practical implications for enhancing user satisfaction and developing sustainable usage strategies in OTT services.

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