유튜브 상품 리뷰채널 구독자의 상품태도 형성과정에 관한 연구 = A Study on YouTube Product Review Channel Subscribers’ Product Attitude Formation Process

다국어 초록 (Multilingual Abstract)

YouTube is the most popular platform for online video viewers. A lot of YouTube users prefer contents that deals with informations about how to use or buy a product. So YouTube is an ideal marketing channel for marketing managers who want to confirm potential customers. In this respect there should be a need to look at what factors of YouTube channels attract the users' attention.
This study has built and examined a model that describes the YouTube users’ content viewing motivation and their attitude formation process for product review contents.
As a result of path analysis, the information neutrality and the professionalism of YouTube creators have been shown to influence the credibility of YouTube creators. The entertainment and interaction of the YouTube channel also positively influenced the channel engagement.
YouTube's entertainment and interaction as a platform can create a good attitude toward a product with the personal characteristics of YouTube creators who produce the product’s review. From now on Marketing managers have to capture the opportunities to improve the image of their products by identifying YouTube's media characteristics and the characteristics of YouTube content creators.

국문 초록 (Abstract)

온라인 동영상 시청자들에게 가장 인기 있는 플랫폼은 유튜브로 상품에 대한 정보는 많은 유튜브 사용자들이 선호하는 컨텐츠로 꼽힌다. 때문에 잠재고객을 확보하려는 마케팅 관리자들에게 유튜브는 이상적인 마케팅 채널이다. 따라서 어떤 요인을 갖춘 유튜브 채널이 사용자들의 주목을 받는지 살펴볼 필요가 있다. 이에본 연구는 상품 리뷰 컨텐츠 동영상에 대한 사용자의 컨텐츠 시청 동기와 상품에 대한 태도 형성 과정을고찰하였다.
연구결과 유튜브에서 상품에 대한 정보를 전달하는 컨텐츠 제작자의 정보중립성과 전문성은 구독자가느끼는 채널에 대한 신뢰성을 높이는데 영향을 주는 것으로 나타났다. 또한 유튜브 채널의 엔터테인먼트와상호작용은 채널몰입에 긍정적인 영향을 주었다.
플랫폼으로서의 유튜브가 가지고 있는 엔터테인먼트와 상호작용은 컨텐츠 제작자의 개인적 특성과 만나면상품에 대한 좋은 태도를 만들 수 있다. 이에 마케팅 관리자는 미디어로서의 유튜브 특성과 컨텐츠 제작자의개인적 특성을 파악하여 여러 가지 촉진 활동을 통해 자사 상품의 이미지를 높일 수 있는 기회를 포착할수 있을 것이다.

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