정보품질 특성이 소비자의 YouTube 이용에 미치는 영향: 소비자 저항, 기술수용모형, 이용자 습관을 중심으로

Abstract

The purpose of this study is to evaluate the structural relationship of information quality, perceived usefulness, perceived ease of use, consumer resistance, satisfaction, flow, user habit, and word of mouth intention of YouTube service users. To this end, we reviewed various literatures and developed a new research model based on integrated model of TAM(Technology Acceptance Model) and consumer resistance, and habit theory. For the study, we collected data from respondents who have used the YouTube service and conducted an empirical test. The main results of this study are as follows. The first, three information quality characteristics of accuracy, update and variety have a negative influence upon the consumer resistance and a positive influence upon the perceived ease of use, and two information quality characteristics of accuracy and variety have a positive influence upon the perceived usefulness. The second, the consumer resistance has a negative influence upon the perceived usefulness and the perceived ease of use has a positive influence upon the perceived usefulness. The thrid, the consumer resistance has effect negatively to the satisfaction, user habit, and word of mouth intention, the perceived usefulness and the perceived ease of use has effect positively to the satisfaction and the Flow. Fourth, the satisfaction and the Flow have effect positively to the user habit and word of mouth intention and the user habit has effect positively to the word of mouth intention. Based on these results, we expect to suggest practical and managerial implications to YouTube service providers.