内容创作者能力对YOUTUBE频道忠诚度和观看满意度的影响研究

IF 2 4区管理学 Q3 COMPUTER SCIENCE, INFORMATION SYSTEMS

Journal of Organizational Computing and Electronic Commerce Pub Date : 2023-04-03 DOI:10.1080/10919392.2023.2249785

Jae-Min An, Choong C. Lee, Nayeon Kwak

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引用次数: 0

摘要

YouTube作为一个领先的视频分享平台，在内容创作者的崛起中发挥了重要作用，其中包括成为有影响力的业余用户和全职内容创作者。要成为有影响力的内容创造者(ICC)，必须具备必要的能力。我们的目标是确定影响观看满意度和渠道忠诚度的能力。采用混合方法，我们对极具影响力的YouTube频道进行了探索性和验证性分析。三种类型的ICC胜任力因素被观察到:计划、互动和生产。研究结果为国际传媒公司维持其频道和改善其内容的策略提供了实用的见解，并为有兴趣建立和提高频道忠诚度和观看满意度的内容创作者提供了指导。

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A STUDY ON CONTENT CREATOR COMPETENCIES INFLUENCING YOUTUBE CHANNEL LOYALTY AND VIEWING SATISFACTION

ABSTRACT YouTube, as a leading platform for video-sharing, has been instrumental in the rise of content creators, including amateur users who have become influential and full-time content creators. To become an influential content creator (ICC), one must possess the necessary competencies. We aim to identify the competencies that affect viewing satisfaction and channel loyalty. Using a mixed-methods approach, we conducted exploratory and confirmatory analyses of highly influential YouTube channels. Three types of ICC competency factors were observed: planning, interaction, and production. The findings provide practical insights into strategies for ICCs to sustain their channels and improve their content as well as guidance for content creators interested in building and increasing channel loyalty and viewing satisfaction.

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来源期刊

Journal of Organizational Computing and Electronic Commerce 工程技术-计算机：跨学科应用

CiteScore

5.80

自引率

17.20%

发文量

审稿时长

>12 weeks

期刊介绍： The aim of the Journal of Organizational Computing and Electronic Commerce (JOCEC) is to publish quality, fresh, and innovative work that will make a difference for future research and practice rather than focusing on well-established research areas. JOCEC publishes original research that explores the relationships between computer/communication technology and the design, operations, and performance of organizations. This includes implications of the technologies for organizational structure and dynamics, technological advances to keep pace with changes of organizations and their environments, emerging technological possibilities for improving organizational performance, and the many facets of electronic business. Theoretical, experimental, survey, and design science research are all welcome and might look at: • E-commerce • Collaborative commerce • Interorganizational systems • Enterprise systems • Supply chain technologies • Computer-supported cooperative work • Computer-aided coordination • Economics of organizational computing • Technologies for organizational learning • Behavioral aspects of organizational computing.