Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
권호 표지
DOI QR코드

DOI QR Code

Research on Consistent Use Intention of Home-training Program on Personal Media Service YouTube Based on Post-Adoption Model

후기수용모델을 적용한 1인 미디어 유튜브 홈 트레이닝의 지속의도 연구

  • Oh, Jung-Heui (Division of Sport Industry Studies, Yonsei University) ;
  • Oh, Jai-Woo (Division of Health Management & Education, Kyungdong University) ;
  • Cho, Kwang-Min (Division of Sport Industry Studies, Yonsei University)
  • 오정희 (연세대학교 스포츠응용산업학과) ;
  • 오재우 (경동대학교 보건관리학과) ;
  • 조광민 (연세대학교 스포츠응용산업학과)
  • Received : 2019.01.07
  • Accepted : 2019.02.20
  • Published : 2019.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study empirically analyzed the factors affecting satisfaction and consistent use of 'home training' on personal media service YouTube based on Post-Acceptable Model. To this purpose, data were collected from adult men and women with personal media service using experience. As for data analysis, frequency analysis, correlation analysis, confirmatory factor analysis, reliability analysis and path analysis were performed by using SPSS 21.0 and AMOS 21.0. The results of the study were as followed. First, using motivation of YouTube home training had a positive effect on usefulness. Second, health literacy had a positive effect on usefulness. Third, it was found that the expectation confirmation of the home training on personal media service positively influenced usefulness. Forth, expectation confirmation of the home training on personal media service had a positive effect on satisfaction. Fifth, usefulness had a positive effect on satisfaction. Sixth, usefulness had no significant effect on consistent use intention. Seventh, satisfaction had a positive effect on consistent use intention. Behavioral analysis with collective demographic factors and diverse analysis considering the differentiation of the personal media service are suggested for further research.

본 연구에서는 후기수용모델을 바탕으로 1인 미디어 서비스, 그 중에서도 '홈트레이닝' 1인 미디어 서비스 이용경험이 있는 성인남녀를 대상으로 서비스에 대한 만족과 지속적 이용에 영향을 미치는 요인을 실증적으로 분석했다. 연구의 절차를 진행하기 위하여 SPSS 21.0과 AMOS 21.0 프로그램을 이용해 빈도분석, 상관관계분석 이후 확인적 요인분석 및 신뢰도분석 그리고 구조방정식 모형을 통한 경로분석을 실시하였다. 연구 결과는 다음과 같다. 첫째, 유튜브 홈 트레이닝 이용 동기 요인은 지각된 유용성에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 헬스리터러시 요인은 지각된 유용성에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 홈 트레이닝 1인 미디어 서비스의 기대충족 요인은 지각된 유용성에 긍정적인 영향을 미치는 것으로 나타났다. 넷째, 홈 트레이닝 1인 미디어 서비스의 기대충족 요인은 만족에 긍정적인 영향을 미치는 것으로 나타났다. 다섯째, 지각된 유용성 요인은 만족에 긍정적인 영향을 미치는 것으로 나타났다. 여섯째, 지각된 유용성 요인은 지속의도에 유의한 영향을 미치지 않는 것으로 나타났다. 일곱 번째, 만족 요인은 지속의도에 긍정적인 영향을 미치는 것으로 나타났다. 향후 인구통계학적 요소를 집단으로 구성한 행동분석 연구 및 1인 미디어 플랫폼의 차별점을 고려한 다각적 분석은 다양한 연구 방향성을 기대할 수 있다.

Keywords

OHHGBW_2019_v10n2_183_f0001.png 이미지

Fig. 1. Research model

OHHGBW_2019_v10n2_183_f0002.png 이미지

Fig. 2. Statistical results for structural mode

Table 1. Demographic of the respondents

OHHGBW_2019_v10n2_183_t0001.png 이미지

Table 2. Confirmatory Factor Analysis results

OHHGBW_2019_v10n2_183_t0002.png 이미지

Table 3. Correlation

OHHGBW_2019_v10n2_183_t0003.png 이미지

Table 4. Fit indices for the Research Model

OHHGBW_2019_v10n2_183_t0004.png 이미지

References

  1. C. H. Jung & Y. S. Seo. (2017). Analysis of the Determinants of Continuece Intention in O2O(Online to Office) Service Based on Extended Post-Adoption Model, Asia-pacific. Journal of Multimedia Services Convergent with Art, Humanities, and Sociology, 7(7), 857-864.
  2. E. M. Kim & K. E. Kwon. (2012). How Online Cultural Intermediaries are Made/work : In-depth Interviews with Online Community Leaders and Manias in Performing Art Field. Journal of Communication Research, 49(2), 74-114. https://doi.org/10.22174/jcr.2012.49.2.74
  3. J. H. Kim & B. Y. Kim. (2018). Personal Media as Cultural Intermediaries, YouTube Channel Korean Englishman. Journal of Korea Contents Society, 18(6), 50-62.
  4. D. I. Oh. (2016). A Study on the Activating Factors of the Social Creator Industry. Journal of Korea Animation Society, 12(1), 53-68.
  5. M. L. Khan. (2017). Social media engagement: What motivates user participation and consumption on YouTube?. Journal of Computers in Human Behavior, 66, 236-247. https://doi.org/10.1016/j.chb.2016.09.024
  6. DMC. (2016). Current status and prospect of single media industry. DMC Media.
  7. Nielsen Buzzword. (2018. 1. 23). Buzzword Topic: Home Training. Nielsen Buzzword, 276-3.
  8. Korea Consumer Agency. (2018). Health Korea 2018. Chungcheongbuk-do : Korea Consumer Agency.
  9. J. H. Lee, K. A. Ko & D. G. Ha. (2018). A study on Motivations of Viewers Watching Personal Live Streaming Broadcast and the Influences of Motivation Factors to Satisfaction and Continuance Intention -Focused on Post Acceptance Model (PAM)-. Journal of advertising and public relations, 20(2), 178-215. https://doi.org/10.16914/kjapr.2018.20.2.178
  10. O. S. Ban & J. Y. Park. (2016). A Study on Structural Relationships of Internet Personal Broadcasting Continuous Use:TAM 2. Journal of Korea regional communication research association, 16(1), 59-95.
  11. J. H. Cho & H. Ban. (2006). Analyzing Portal News Readers:Their Usage Motivation and Attitude. Journal of Cybercommunication Academic Society, -(17), 193-231.
  12. S. Y. Hwang. (2014). The Effects of Dancers' Motives of Using YouTube on Perceived Usefulness and Intention. Journal of Official Journal of Korean Society of Dance Science, 31(2), 69-86. https://doi.org/10.21539/ksds.2014.31.2.69
  13. J. G. Blumler & E. Katz. (1974). The Uses of mass communications: current perspectives on gratifications research. Beverly Hills : Sage Publications.
  14. S. W. Shim, H. M. Byun & U. H. Kim. (2011). The Impact of Audiences' Propensity and Motivation of Media Uses on Attitudes toward Mobile News Contents. Journal of Korea association for cultural economics, 14(2), 75-98.
  15. B. K. Lee, W. J. Byoun & J. L. Lim. (2010). The influence of individual's ehealth literacy on doctor-patient communication. Journal of J Cybercommunication Acad Soc, 27(3), 89-125.
  16. D. J. Park, M. S. Kwon & J. H. Choi. (2013). The influence of health information orientation, attitude of internet health information, and e-Health literacy on personal health behaviors. Journal of J Public Relat Res, 17(3), 379-413.
  17. M. Choi, P. K. Seo, M. I. Choi & H. J. Paek. (2014). Factors associated with health-specific TV viewing intention: application of the technology acceptance model. Journal of Korean Commun Stud, 58, 362-389.
  18. N. D. Berkman, S. L. Sheridan, K. E. Donahue, D. J. Halpern & K. Crotty. (2011). Low health literacy and health outcomes: an updated systematic review. Journal of internal medicine, 155(2), 97-107.
  19. S. C. Ratzan & R. M. Parker. (2006). Health literacy-identification and response. Journal of Health Communication, 11, 713-715. https://doi.org/10.1080/10810730601031090
  20. H. C. Joo, J. H. Kim & H. I. Kwon. (2018). An Intention of Consistent Use of Sport O2O Service App Based on Expectation-Confirmation Model. Journal of Korea physical education, 57(2), 195-212.
  21. H. Jeong. (2015). A Study on the Repurchasing Determinants of Restaurant Coupon Users Applying the Use and Gratification Theory: Focusing on the Social Commerce Users. Journal of Tourism and Leisure Research, 27(4), 223-240.
  22. C. H. Jung & Y. S. Chung. (2010). Analysis on the Post Acceptance Behavior Model in User Created Contents(UCC). Journal of Information Technology Applications & Management, 17(2), 175-185.
  23. C. H. Jung, H. G. Kim & I. S. Ha. (2011). Factors Influencing the Continuance Intention in the e-Learning Services. Journal of Korea Entertainment Industry Association, 5(1), 65-72.
  24. J. K. Shin, M. S. Park & J. Y. Park. (2012). The Effect of Personality Traits and Perceived Beliefs on Continuance Using Intension in Online Brand Community. Journal of Korea consumption culture association, 15(1), 73-92. https://doi.org/10.17053/jcc.2012.15.1.004
  25. A. Bhattacherjee. (2001). Understanding information systems continuance: An expectation-confirmation model. Journal of MIS Quarterly, 25(3), 351-370. https://doi.org/10.2307/3250921
  26. Y. T. Kim, J. C. Oh & S. J. Hong. (2006). Post-Acceptance Model of User in the Personal Community Site. Journal of Korea Business Administration, 19(6), 2215-2235.
  27. C. S. Lin, S. Wu & R. J. Tsai. (2005). Integrating perceived playfulness into expectation-confirmation model for web portal context. Journal of Information & management, 42(5), 683-693. https://doi.org/10.1016/j.im.2004.04.003
  28. W. L. Shiau, L. C. Huang & C. H. Shih. (2011). Understanding continuance intention of blog users: A perspective of flow and expectation confirmation theory. Journal of Convergence Information Technology, 6(4), 306-317. https://doi.org/10.4156/jcit.vol6.issue4.33
  29. F. D. Davis. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. Journal of MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
  30. L. A. Crosby, K. R. Evans & D. Cowles. (1990). Relationship quality in services selling:An interpersonal influence perspective. Journal of Marketing, 54(3), 68-81. https://doi.org/10.1177/002224299005400306
  31. R. Oliver. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405
  32. S. Y. Han, S. K. Choi & K. T. Kwak. (2017). Exploring the Influential Factors in Satisfaction and Continuance Usage of Multi-channel Network(MCN) Service : The Moderating Role of SNS Usage. Journal of Cybercommunication Academic Society, 34(4), 243-290.
  33. S. H. Hong. (2012). A variety of structural models. Paju: S&M Research group.
  34. C. Fornell & D. F. Larcker. (1981). Evaluating structural equation models with unobservable and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
  35. J. C. Nunnally. (1978). Psychometric theory(2nd ed.). New York: McGraw-Hill.