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조리교육 유튜브 콘텐츠 품질특성이 학습만족, 자기효능감 및 지속이용의도에 미치는 영향

The Impact of Cooking Education YouTube Content Quality Characteristics on Learning Satisfaction, Self-Efficacy, and Continuous Use Intention

최은영
한국외식산업학회 (The Korean Foodservice Association)|2024.12|한국외식산업학회지 (FoodService Industry Journal)|제20권 제6호|pp. 449-464|DOI 10.22509/kfsa.2024.20.6.029

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참고문헌

키워드

YouTube ContentsSelf-efficacyContinuous Use IntentionLearning Satisfaction
주제분류관광학

초록

This study sought to determine the causal relationship between expertise, diversity, information, and entertainment as components of the quality characteristics of cooking education YouTube content on learning satisfaction, self-efficacy, and continuous use intention. The survey was conducted using the Naver Office program from April 10 to May 28, 2024. A total of 350 questionnaires were distributed, of which 324 copies were eligible for statistical analysis, and confirmatory factor analysis and reliability verification were performed using SPSS 23.0 and AMOS 23.0, and covariance structure analysis was conducted to verify the proposed research hypothesis. The implications of the research results are as follows. First, entertainment, information, and expertise were found to have a significant influence on learning satisfaction. However, diversity was found to have no significant influence on learning satisfaction. Second, entertainment, information, and expertise were found to have a significant influence on self-efficacy. However, diversity was found to have no significant influence on self-efficacy. Third, entertainment and informativeness were found to have a significant influence on continuous use intention. However, diversity and expertise did not appear to have a significant influence on intention to continuous use intention. Fourth, while learning satisfaction had a significant effect on self-efficacy, it was analyzed that self-efficacy and learning satisfaction had no significant effect on continuous use intention. Therefore, useful implications were presented based on these analysis results.

Abstract

This study sought to determine the causal relationship between expertise, diversity, information, and entertainment as components of the quality characteristics of cooking education YouTube content on learning satisfaction, self-efficacy, and continuous use intention. The survey was conducted using the Naver Office program from April 10 to May 28, 2024. A total of 350 questionnaires were distributed, of which 324 copies were eligible for statistical analysis, and confirmatory factor analysis and reliability verification were performed using SPSS 23.0 and AMOS 23.0, and covariance structure analysis was conducted to verify the proposed research hypothesis. The implications of the research results are as follows. First, entertainment, information, and expertise were found to have a significant influence on learning satisfaction. However, diversity was found to have no significant influence on learning satisfaction. Second, entertainment, information, and expertise were found to have a significant influence on self-efficacy. However, diversity was found to have no significant influence on self-efficacy. Third, entertainment and informativeness were found to have a significant influence on continuous use intention. However, diversity and expertise did not appear to have a significant influence on intention to continuous use intention. Fourth, while learning satisfaction had a significant effect on self-efficacy, it was analyzed that self-efficacy and learning satisfaction had no significant effect on continuous use intention. Therefore, useful implications were presented based on these analysis results.

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