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- W2992310394 abstract "The demand for personal broadcasts has also increased rapidly, but there is still a lack of research focusing on content quality and creator attributes on video sharing platforms. Therefore, based on the elaboration likelihood model and the literature on personal broadcasting, this study aims to (1) identify key factors of video content quality (i.e., value-added, relevance, timeliness, and completeness) as central cues as well as important factors of creator attributes (i.e., credibility, professionality, attractiveness, intimacy, and similarity) as peripheral cues in the context of ‘Muckbang’ channels and (2) validate their impacts on user (viewer) satisfaction and user behavioral intentions. In addition, it attempts to (3) examine how these effects vary depending on user motivation. The results of the structural equation model analysis using 238 samples collected through the online survey for users of ‘Muckbang’ channels on YouTube, value-added, relevance, and timeliness among content quality as well as credibility and intimacy among creator attributes were found significant on user satisfaction, which led to increasing user behavioral intentions (i.e., reuse, recommendation, and imitation). Moreover, the partial moderating effect of user motivation was found. The findings of this study would provide not only useful information to users but also important guidelines for creators and platform managers to activate ‘Muckbang’ channels." @default.
- W2992310394 created "2019-12-13" @default.
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- W2992310394 date "2019-10-31" @default.
- W2992310394 modified "2023-09-26" @default.
- W2992310394 title "The Effect of Content Quality and Creator Attributes on the Satisfaction and Behavioral Intention on Personal Broadcasting Muckbang Channels: Based on the Elaboration Likelihood Model" @default.
- W2992310394 doi "https://doi.org/10.37272/jiecr.2019.10.19.5.257" @default.
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