유튜브 무용공연 시청동기, 시청만족, 지속시청의도 간 구조관계

Abstract

The purpose of this study is to analyze the direct effects and mediating effects of viewing motivation, viewing satisfaction, and continuous viewing intention of dance performances on YouTube using a structural equation model. To achieve this research objective, hypotheses were tested using SPSS 29.0 and AMOS 23.0 statistical analysis programs on a sample of 272 general individuals who had viewed dance performances on YouTube. The analysis results showed that, first, among the viewing motivation variables, the pursuit of learning and information seeking, as well as the pursuit of entertainment, had significant effects on continuous viewing intention. Second, regarding viewing satisfaction, the pursuit of tension relief, learning and information seeking, and entertainment seeking were found to have significant effects. Third, viewing satisfaction had a significant impact on continuous viewing intention. Fourth, the results of testing the mediating effect of viewing satisfaction between viewing motivation and continuous viewing intention indicated that the pursuit of tension relief had a complete mediating effect, while information seeking and entertainment seeking had partial mediating effects. Based on these findings, the study presents academic, policy, and practical implications to enhance the pursuit of tension relief, learning and information seeking, and entertainment seeking.