The Influence of Reliability of Hair YouTube Contents on Satisfaction, Perceived Usefulness and Flow

Abstract

The purpose of this study is to analyze the effect of reliability of hair YouTube content on satisfaction, perceived usefulness and flow. The subjects of this study collected votes from 480 beauty specialists in Jeju Special Self-Governing Province the convenience sampling method, and collected materials from them. The materials collected in this study include descriptive statistical analysis, factor analysis, reliability analysis, correlation analysis, and simple & multiple-regression. It was used and analyzed. The conclusions drawn through the series of research processes are as follows. First, we analyzed the YouTube content reliability, satisfaction, perceived usefulness, and association with flow of hair service professionals, and showed a statistically significant static(+) correlation between variables. Second, the reliability of YouTube content by hair service professionals showed a statistically significant static (+) effect on satisfaction, perceived usefulness, and flow. Third, hair YouTube content satisfaction showed a statistically significant static(+) effect on perceived usefulness and flows. Fourth, the perceived usefulness showed a statistically significant static (+) effect on flow.