ScholarWorks@숙명여자대학교

초록

With the rapid advancement of information and communication technologies, the Internet-based one-person media is attracting great attention as a new communication platform. However, some of the side effects that appear behind the popularity, such as undisclosed ads, sensational, violent, and harmful web content, and fake news, which have recently become controversial, are accelerating the churn of subscribers. Based on the modified post-acceptance model(PAM), therefore, we aimed to find factors affecting the continuous use intention of one-person media channel. A total of 400 YouTube beauty channel users completed a survey. The results showed that perceived usefulness and usage satisfaction increased users’ intention to continuously use the channel. Specifically, while perceived usefulness was influenced by perceived ease of use, both perceived usefulness and perceived ease of use significantly predicted usage satisfaction. Meanwhile, relevance was found to increase perceived usefulness and perceived ease of use through which relevance indirectly influenced users’ intention to continuously use the channel. The findings of this study provided an academic evidence of how to prepare countermeasures to prevent the churn of one-person media subscribers, and further expanded the PAM through the finding of an external factor, relevance.

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