뷰티 유튜브 콘텐츠 및 유튜버 특성이 뷰티 유튜브 콘텐츠 만족도에 미치는 영향
The Effect of Beauty YouTube Content and YouTuber Characteristics on Beauty YouTube Content Satisfaction
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This study aimed to look into the characteristics of beauty YouTube contents, the content creators, and how they influence the satisfaction level of the user. Furthermore, this study is also expected to enable industry workers to utilize the findings of this research as a new marketing tool. A self-recording type of survey was conducted among 450 subjects out of which 34 deemed undependable and rejected. So, 416 survey responses were selected for further analysis. The main results obtained from the survey analysis are as follows. First, a closer look into the differences between the beauty YouTube contents according to the Beauty YouTube user pattern revealed that meaningful differences existed in the number of views, time spent watching, channels watched, and usage period, whereas partially meaningful differences existed in number of channel subscriptions. An analysis on the differences between beauty YouTuber characteristics according to the Beauty YouTube user patterns revealed that meaningful differences existed in channels viewed. Lastly, differences between beauty YouTube content satisfaction level according to the Beauty YouTube user pattern showed that meaningful differences existed in the number of views, time spent watching and channels viewed. Second, the beauty YouTuber characteristics subfactors, such as credibility, and the power to provide information affected the beauty YouTube content characteristic, reliability. In addition, the beauty YouTuber characteristics subfactors, namely likeability, and the power to provide information affected the beauty YouTube content characteristic, entertainment. Furthermore, the beauty YouTuber characteristics subfactor, credibility affected the beauty YouTube content characteristics, interactivity, while the beauty YouTuber characteristics subfactors such as credibility, likeability, and the power to provide information affected the beauty YouTube content characteristic, entertainment. Third, the beauty YouTube content characteristics subfactors affected informativity and availability, which are satisfaction with beauty YouTube content. Also, the beauty YouTube content characteristics subfactors, reliability and entertainment affected the beauty YouTube content satisfaction level of interest, and the beauty YouTube content characteristics subfactors, viz. reliability, informativity, interactivity, and entertainment affected the beauty YouTube content satisfaction level, viz. intent to watch the content again. Lastly, the beauty YouTube content characteristics subfactors, such as credibility, expertise, and the power to provide information affected the beauty YouTube content satisfaction level of interest.
Abstract
This study aimed to look into the characteristics of beauty YouTube contents, the content creators, and how they influence the satisfaction level of the user. Furthermore, this study is also expected to enable industry workers to utilize the findings of this research as a new marketing tool. A self-recording type of survey was conducted among 450 subjects out of which 34 deemed undependable and rejected. So, 416 survey responses were selected for further analysis. The main results obtained from the survey analysis are as follows. First, a closer look into the differences between the beauty YouTube contents according to the Beauty YouTube user pattern revealed that meaningful differences existed in the number of views, time spent watching, channels watched, and usage period, whereas partially meaningful differences existed in number of channel subscriptions. An analysis on the differences between beauty YouTuber characteristics according to the Beauty YouTube user patterns revealed that meaningful differences existed in channels viewed. Lastly, differences between beauty YouTube content satisfaction level according to the Beauty YouTube user pattern showed that meaningful differences existed in the number of views, time spent watching and channels viewed. Second, the beauty YouTuber characteristics subfactors, such as credibility, and the power to provide information affected the beauty YouTube content characteristic, reliability. In addition, the beauty YouTuber characteristics subfactors, namely likeability, and the power to provide information affected the beauty YouTube content characteristic, entertainment. Furthermore, the beauty YouTuber characteristics subfactor, credibility affected the beauty YouTube content characteristics, interactivity, while the beauty YouTuber characteristics subfactors such as credibility, likeability, and the power to provide information affected the beauty YouTube content characteristic, entertainment. Third, the beauty YouTube content characteristics subfactors affected informativity and availability, which are satisfaction with beauty YouTube content. Also, the beauty YouTube content characteristics subfactors, reliability and entertainment affected the beauty YouTube content satisfaction level of interest, and the beauty YouTube content characteristics subfactors, viz. reliability, informativity, interactivity, and entertainment affected the beauty YouTube content satisfaction level, viz. intent to watch the content again. Lastly, the beauty YouTube content characteristics subfactors, such as credibility, expertise, and the power to provide information affected the beauty YouTube content satisfaction level of interest.
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