ScholarWorks@경상국립대학교

초록

This study aims to empirically investigate the effects of the characteristics of one-person media home training service content (usefulness, reliability, and entertainment) and the characteristics of the trainers (creators) delivering such content (attractiveness, reliability, intimacy, and interactivity) on user satisfaction and continued usage intention. The study sample consisted of 260 adult users with experience in home training via YouTube, selected from the sports center users of two universities located in the Yeongnam region. After excluding 29 insincerely answered questionnaires, a total of 231 questionnaires were used for data analysis in this study. According to the results of multiple regression analysis, first, among the content characteristics, usefulness and entertainment had a positive effect on user satisfaction, while reliability did not have a significant effect. Second, among the sub-factors of content characteristics, only entertainment had a significant positive effect on the intention to continue using, whereas usefulness and reliability did not have a significant effect on the intention to continue using. Third, among the sub-factors of the home trainer characteristics, only interactivity had a significant positive effect on user satisfaction, while attractiveness, reliability, and intimacy did not have a significant effect on user satisfaction. Fourth, among the sub-factors of the home trainer characteristics, attractiveness, intimacy, and interactivity were found to have a significant positive effect on the intention to continue using. However, reliability did not have a significant effect on the intention to continue using. The findings of this study are expected to provide important information on how home training creators should structure their content from the perspective of the consumers when producing and developing their content.

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