earticle

영어

YouTube has become a popular platform for vlogs. Among various forms of vlogs, office worker vlogs, in which a person engaged in a specific job shows his/her work environment and daily routine, are gaining popularity. Thus, focusing on office worker vlogs, the present research investigates the effects of office worker vlogs’ characteristics (i.e., vlogger characteristics, vlog content characteristics) on the YouTube viewers’ growth needs, job commitment, and turnover intention. Specifically, this research examines whether vlogger characteristics (i.e., job similarity, homophily, and credibility) and vlog content characteristics (i.e., informativeness, vividness, and aesthetics) influence the YouTube viewers’ growth needs. Moreover, this research examines whether (1) the YouTube viewers’ growth needs affect their job commitment and turnover intention; and (2) job commitment impacts turnover intention among the YouTube viewers. With a sample of YouTube viewers of office worker vlogs (N = 215), structural equation modelling was implemented to investigate the relationships in the proposed model. The results indicate that (1) perceived job similarity to the office worker vlogger is positively associated with the growth needs of YouTube viewers; (2) perceived homophily with the office worker vlogger is positively associated with the growth needs of YouTube viewers; (3) perceived credibility with the office worker vlogger is positively associated with growth needs of YouTube viewers; (4) perceived informativeness of the office worker vlog is positively associated with the growth needs of YouTube viewers, albeit marginally significant; (5) perceived vividness of the office worker vlog is positively associated with the growth needs of YouTube viewers; (6) perceived aesthetics of the office worker vlog is positively associated with the growth needs of YouTube viewers; (7) the YouTube viewers’ growth needs are positively associated with their job commitment and turnover intention; and (8) the YouTube viewers’ job commitment is negatively associated with their turnover intention. The findings provide important implications for the production and use of office worker vlog contents.