订阅YouTube频道的意向:信任创作者和信任内容

Q3 Social Sciences

Asia Pacific Journal of Information Systems Pub Date : 2021-09-30 DOI:10.14329/apjis.2021.31.3.277

HyoSug Chang, H. Lee, Seoyoung Lee

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引用次数: 0

摘要

本文研究了使YouTube频道对用户具有吸引力的特征。考虑到在这个平台上吸引用户的注意力是一项挑战，在这个平台上有大量的视频可供使用，因此确定用户打算订阅YouTube频道的因素至关重要。在本研究中，我们采用在线调查收集1125名受访者的数据，并使用Smart PLS 3.2.8建立SEM模型进行分析。结果表明，诚信度和对YouTube频道的熟悉度与对其创建者的信任呈正相关，从而导致订阅YouTube频道;价值和准确性也会通过对内容的信任而积极影响订阅YouTube频道的意愿。本研究丰富了创作者信任与内容信任的研究领域。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Intention to Subscribe to YouTube Channels: Trust in Creator and Trust in Content

This paper examines the features that make a YouTube channel attractive to users. Considering that drawing users’ attention is challenging on this platform, where voluminous amounts of videos are available, it is crucial to identify the factors that make users intend to subscribe to a YouTube channel. In this study, we used an online survey to collect data from 1125 respondents and an SEM model using Smart PLS 3.2.8 to analyze it. The results show that integrity and familiarity with a YouTube channel are positively correlated with trust in its creator, which leads to subscribing to the YouTube channel; value and accuracy also positively affect intention to subscribe to a YouTube channel via trust in content. This study enriches the field of research about trust in the creator and trust in content.

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来源期刊

Asia Pacific Journal of Information Systems Social Sciences-Sociology and Political Science

CiteScore

0.90

自引率

0.00%

发文量