유튜브 콘텐츠의 E-SERVQUAL과 콘텐츠 만족, 재이용 간의 구조관계 분석 : 스키기술 유튜브의 지속가능한 콘텐츠

Abstract

Purpose: The purpose of this study is to provide essential data for the continuous broadcast of YouTube content, directing viewer behavior positively through the application of E-SERVQUAL. Additionally, it intends to provide essential insights into content development by identifying the key elements required when creating YouTube content that meets viewer needs. Methods: A total of 326 individuals who watched content on YouTube (https://www.youtube.com/@ski_school) between November 2022 and February 2023 were selected for this study. The research focused on a survey comprising five questions on efficiency, four questions on feasibility, four questions on availability, and three questions on security. Furthermore, content satisfaction was assessed using four questions, and content reuse involved four questions. All scales used a 5-point Likert scale. The collected questionnaires were subjected to frequency analysis, Cronbach’s α, and correlation analysis using SPSSWIN Ver. 24.0 and AMOS 24.0. Hypotheses in this study were verified through confirmatory factor analysis and structural equation model analysis. The significance level for all statistics was set at p<0.05. Results: The findings indicate that E-SERVQUAL of YouTube content had a positive impact on content satisfaction. Among these factors, the order of influence on content satisfaction was found to be security > efficiency > availability > execution. Additionally, content satisfaction with YouTube content E-SERVQUAL was positively linked to content reuse. Conclusion: Even if E-SERVQUAL of YouTube content is high, the recongnition order of E-SERVQUAL is established as security > efficiency > availability > execution. The factors identified in this study have been confirmed to generate high viewer satisfaction, ultimately leading to the continued use of the content.