Abstract
초록·키워드 목차 오류제보하기 This study seeks to shed light on YouTube users" acceptance of user-generated content (UGC). Specifically, the purpose of this study is to examine the effect of the credibility of UGC containing travel information on the viewers’ perception of the usefulness of that travel information. In addition, based on the technology acceptance model (TAM), the step-wide procedures from the perception of information to the formations of both attitude and behavioral intention to use YouTube"s UGC as an information source for travel destinations in Korea among Latin Americans were tested. This study suggests a more comprehensive model by integrating the credibility source model and TAM, which may provide academics and industry with a better understanding on how the source credibility of UGC contributes to a positive attitude toward information sources and viewers’ future behavior. The results of surveying 551 Latin American YouTube users who were interested in traveling to Korea in the near future confirmed that UGC on YouTube is a credible and useful information source about travel destinations in Korea, helping to predict prospective travelers’ intention towards using UGC as an information source for Korean travel destinations. The findings hold several theoretical and managerial implications. #Source credibility #User-generated content (UGC) #YouTube #Technology acceptance model AbstractⅠ. IntroductionⅡ. Literature reviewⅢ. MethodologyⅣ. ResultsⅤ. Discussion and implicationsReferences
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