유튜브 개인여행방송 시청자의 개인 특성과 사회적 시청이 시청만족, 지속이용, 방문의도에 미치는 영향

With the development of information technology, the global tourism market has rapidly changed into individual tourism. Mobile and social media usage for travel information has become one of the new tourism trends. YouTube, the popular UCC-based social networking platform, provides live streaming service, enabling a single media content provider to communicate fast and vividly with viewers. The purpose of this study is to investigate the influence of the personal characteristics and social watch of the viewer on satisfaction of a single media content provider regarding travel. Furthermore, this study also examines the relationship among satisfaction, persistent use intention and visit intention to the introduced travel destination on streamers travel broadcasts. A total of 302 viewers who have watched streamers’ travel broadcasts on YouTube participated in this study. Exploratory factor analysis, confirmatory factor analysis, and path analysis were used. The results of this study found that among the three personal characteristics, personal innovation and perceived pleasure had a significantly positive influence on viewers' satisfaction, but self efficacy was not significant. Among the three social watch factors, social interaction and subjective norm had a significantly positive influence on viewers' satisfaction, but social reality was not significant. Satisfaction significantly and positively influenced both persistent use and visit intention. The results of this study can contribute to creating useful travel contents for streamers and broadcast platform companies, and can also be utilized for undertaking public relation activities through a new YouTube channel in the tourism industry or local governments by providing real time trend information to domestic and international visitors.