유튜브 정보 및 정보원 특성이 소비자 만족에 미치는 영향

Abstract

Background/Objectives: YouTube is increasingly being used as a channel for acqumng consumer information, and studies have highlighted generational differences in media consumption. This study aims to analyze variances in the perception of YouTube information characteristics and explore differences in factors influencing consumers' information search satisfaction between the younger and older generations.
 Methods: An online survey was conducted targeting people who had searched for information regarding product purchases on YouTube within the past month. A total of 366 responses were statistically analyzed via t-test, analysis of variance, and multiple regression analysis using SPSS 26.0.
 Results: The study revealed disparities m the perception of YouTube information characteristics and information source characteristics based on demographic features. Multiple regression analysis demonstrated that accuracy and reliabili ty had a significant positive impact on consumer satisfaction in both age groups. The expertise and interactivity of the information source showed a significant effect only on the younger generation, whereas the originality and personalization of information had a significant impact on consumer satisfaction only in the older generation.
 Conclusion/Implications: This study holds academic significance and makes a unique contribution by identifying sub- dimensions of YouTube information characteristics. Furthermore, the study provides practical value by suggesting consumer information provision strategies for companies that intend to leverage YouTube for marketing.