뷰티 유튜버 채널 구독동기가 추천의도에 미치는 영향: 만족도의 매개효과를 중심으로

• 영문명: The Effect of Beauty YouTuber Channel Subscription Motivation on Recommendation Intentions: Focusing on the Mediating Effect of Viewer Satisfaction
• 발행기관: 한국무역연구원
• 저자명: 정주희(Ju-Hee Jung) 홍원기(Won-Ki Hong)
• 간행물 정보: 『무역연구』제20권 제5호, 233~251쪽, 전체 19쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2024.10.31

국문 초록

Purpose - Recently, video platforms like YouTube have become primary channels for consumers to gather information and form opinions about products. This powerful medium surpasses the impact of traditional media in corporate marketing. In this environment, Beauty YouTubers have emerged as influential figures that significantly affect consumer choices and purchasing decisions. Based on this background, this study aims to analyze the mediating effect of viewer satisfaction on the relationship between subscription motivation for beauty YouTuber channels and consumer intention to recommend. Viewer satisfaction is considered a crucial variable that mediates the communication process between information providers and consumers in today's video-centric environment. Design/Methodology/Approach - An online survey using Google Forms was conducted, and data from 202 consumers subscribing to Beauty YouTuber channels were used for analysis. Findings - The research hypotheses were tested using SPSS Process Macro, and the results showed that all subscription motivations, playfulness, professionalism, and recency, significantly influence the intention to recommend. Additionally, viewer satisfaction was found to partially mediate the relationship between subscription motivation and recommendation intention. Research Implications - These findings suggest that companies collaborating with Beauty YouTubers should recognize the importance of subscription motivation and viewer satisfaction to enhance recommendation intention.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론 및 제언

References

키워드

Beauty YouTuber Mediating Effect Recommendation Intention Subscription Motivation Viewer Satisfaction