1인 미디어 서비스품질이 사용자 만족과 지속사용의도에 미치는 영향

• 영문명: Internet Personal Broadcasting Service Quality Impact on Continuous Use Intention : Focused on YouTube
• 발행기관: 한국IT서비스학회
• 저자명: 이윤선(Youn Sun Lee) 서창적(Chang Juck Suh) 이혜정(Hay Jung Lee)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제18권 제5호, 99~117쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.12.30

영문 초록

In recent years, the one-person media has increasingly gained popularity. The purpose of this study is to investigate the relationship among the service quality, satisfaction and intention of continuous use of one-person media service and to further examine the mediating effect of satisfaction operating on the relationship between the service quality and intention of continuous use. Based on the literature review, hypotheses were developed and the research model was built for testing. The sample of 358 users was selected to achieve these objectives. From the analysis of PLS(Partial Lease Square Path Analysis), key research findings are summarized as follows. First, relationships among the service quality, satisfaction, and intention of continuous use were all positively correlated each other. Second, the effect of service quality on intention of continuous use was mediated by satisfaction. Third, the content quality of one-person media has the higher effectiveness than platform quality to satisfaction and intention of continuous use. Results of this paper are expected not only to emphasize the importance of satisfaction based on the service quality, but also to provide multifaceted implications and directions for the management of one-person media service effectively.

목차

1. 서 론

2. 이론적 배경

3. 연구모형

4. 분석결과

5. 결 론

키워드

Internet Personal Broadcasting One-person media Service quality Satisfaction Intention of continuous use Platform Contents