ScholarWorks@중앙대학교

초록

Recently, YouTube vlogs have been getting much attention from the MZ generation. The popularity of vlogs is a phenomenon that is exquisitely combinedwith the active behavior of users who create and share video content and the psychology of viewers whowant to look into the daily lives of others. This study aimed to verifywhether voyeurismin vlogs affects empathy, viewing satisfaction, and continuous viewing intention, and to confirmwhether the influence of voyeurism is moderated by self-construal. To verify this, a survey was conducted targeting the general public in their 20s and 30s corresponding to the MZ generation. The main findings are as follows. First, it was found that voyeurismin watching YouTube vlogs had a positive effect on empathy, viewing satisfaction, and continuous viewing intention. Second, it was confirmed that empathy not only mediates the effect of voyeurism on viewing satisfaction but also indirectly affects the continuous viewing intention through viewing satisfaction. Lastly, it was confirmed that the level of self-construal moderated the effect of voyeurismon empathy, viewing satisfaction, and continuous viewing intention. These research results revealed that voyeurism is a key variable in the context of vlog viewing and that the psychology of wanting to peek at others can be more effective through empathy. In addition, meaningful results were found in that the cultural variable, such as self-construal, moderated this viewing process. This study is meaningful in providing academic and practical implications by simultaneously considering the cognitive and emotional aspects of users’ consumption of YouTube vlog content.

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