기대일치모델과 정보시스템 성공모델을 적용한 유튜브 골프 채널 지속이용의도에 관한 연구

초록

This study applied a consolidated approach by integrating the Expectation-Confirmation Model(ECM) and the IS Success Model to analyze the effects of expectation confirmation and quality factors on the continuous use intention of YouTube golf channel users, mediated by perceived usefulness. Data were collected from 274 individuals with experience watching YouTube golf channels and analyzed using SPSS 28.0 and LISREL 8.52. The key findings are as follows: First, expectation confirmation had a significant positive(+) effect on perceived usefulness but did not directly influence continuance intention. Second, quality factors significantly and positively(+) affected both perceived usefulness and continuance intention. Third, perceived usefulness had a positive(+) impact on continuance intention. Therefore, operators should establish strategies to maximize utility-based continuance intention by simultaneously ensuring high-quality professional content and viewing convenience.

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