클래식 크로스오버 유튜브 채널 특성이 시청 만족 및 지속시청의도에 미치는 영향

The objective of this study is to identify the characteristics of classical crossover YouTube channels and empirically investigate the effect of these characteristics on viewing satisfaction and intention to continue watching. The data was collected by the survey from 300 individuals who watched classical crossover YouTube channels. Results of the study are as followed. First, a factor analysis confirmed that the creator characteristics of classical crossover YouTube channels consisted of attractiveness, trustworthiness, interaction, and expertise, while the content characteristics consisted of diversity, entertainment value, and originality. Second, the creator’s attractiveness and expertise and the content’s entertainment value were found to have positive effects on viewing satisfaction. Third, the creator’s attractiveness, interaction, expertise and the content’s entertainment value and originality were found to have positive effects on intention to continue watching, while the content’s diversity was found to have a negative effects on intention to continue watching. Fourth, viewing satisfaction had a positive influence on intention to continue watching. Fifth, there was a mediating effect of viewing satisfaction in the relationship between the creator’s attractiveness, expertise and the content’s entertainment value with intention to continue watching, respectively. It is the first empirical research which identifies the characteristics of classical crossover YouTube channels and empirically investigated the effect of these characteristics on viewing satisfaction and intention to continue watching.