earticle

영어

This study attempted to investigate the influence of characteristics of beauty contents on YouTube on user engagement and satisfaction against men and women nationwide and examine the mediating effects of nonverbal communication capability among such characteristics, engagement and satisfaction. The collected data were analyzed by frequency analysis and descriptive statistics, using SPSS 19.0, and the validity and reliability of measuring instruments were tested. In addition, correlation analysis, regression analysis and analysis of moderating effects were performed, and the results found the followings: In beauty-related YouTube videos, the specialty, playfulness and advertising aspects of contents revealed a significant influence, and the characteristics of YouTube contents affected user satisfaction. User engagement also had an influence on satisfaction. Concerning the influence of the playfulness of contents on user engagement, YouTuber’s body language, spatial language and appearance language showed a moderating effect. In the effects of personality of contents on engagement, a moderating effect was also observed in such body language, spatial language and appearance language. Lastly, in the influence of the advertising aspect of contents on engagement, YouTuber’s body language, spatial language and appearance language revealed a moderating effect.

중국어

本研究以美容YouTube全国男女观众为对象，探索YouTube特征对专注度和满意度产生的影响，并根据传达者的非语言交流能力的高低，考察美容YouTube特征对专注度及满意度的调节效果。本研究的资料分析使用SPSS 19.0统计程序进行，通过频率分析、技术统计学分析、测定工具的效度及信度验证、相关关系分析、回归分析、假设验证、调节效果分析等分析了统计结果。研究结果为如下：第一、美妆YouTube节目中，其内容的专业性、游戏性、广告性具有重要影响；第二、YouTube的特征对专注度和满意度均产生影响；第三、内容游戏性对专注度的影响关系中，已确认YouTuber的听觉语言没有调节效果；第四、内容个人性对专注度的影响关系中，YouTuber的外观语言没有调节效果；第五、从内容广告性对专注度产生的影响关系中，已确认YouTuber的听觉语言没有调节效果。