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Research on Consistent Use Intention of Home-training Program on Personal Media Service YouTube Based on Post-Adoption Model

후기수용모델을 적용한 1인 미디어 유튜브 홈 트레이닝의 지속의도 연구

Oh, Jung-Heui;Oh, Jai-Woo;Cho, Kwang-Min
오정희;오재우;조광민

  • Received : 2019.01.07
  • Accepted : 2019.02.20
  • Published : 2019.02.28

Abstract

This study empirically analyzed the factors affecting satisfaction and consistent use of 'home training' on personal media service YouTube based on Post-Acceptable Model. To this purpose, data were collected from adult men and women with personal media service using experience. As for data analysis, frequency analysis, correlation analysis, confirmatory factor analysis, reliability analysis and path analysis were performed by using SPSS 21.0 and AMOS 21.0. The results of the study were as followed. First, using motivation of YouTube home training had a positive effect on usefulness. Second, health literacy had a positive effect on usefulness. Third, it was found that the expectation confirmation of the home training on personal media service positively influenced usefulness. Forth, expectation confirmation of the home training on personal media service had a positive effect on satisfaction. Fifth, usefulness had a positive effect on satisfaction. Sixth, usefulness had no significant effect on consistent use intention. Seventh, satisfaction had a positive effect on consistent use intention. Behavioral analysis with collective demographic factors and diverse analysis considering the differentiation of the personal media service are suggested for further research.

Keywords

Post-Acceptance Model;personal media;YouTube;home training

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