User Satisfaction Study for Sustainability of YouTube Content Quality: Focusing on Ski Technology

Taesoo Cho, Taeyoung Cho, Hyunjun Choi, Sungchul Yang () and Hao Zhang ()
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Taesoo Cho: School of Exercise and Sport Science, University of Ulsan, Ulsan 44610, Republic of Korea
Taeyoung Cho: Department of Hotel Tourism Management, Dongguk University, Gyeongju 38066, Republic of Korea
Hyunjun Choi: Department of Hotel and Restaurant Management, Cheongju University, 298, Daesung-ro, Cheongwon-gu, Cheongju-si 28503, Republic of Korea
Sungchul Yang: Humanity and General Education, Seokyeong University, Seoul 02713, Republic of Korea
Hao Zhang: Key Laboratory of Land Surface Pattern and Simulation, Institute of Geographic Sciences and Natural Resources Research, Chinese Academy of Sciences, Beijing 100101, China

Businesses, 2023, vol. 3, issue 1, 1-15

Abstract: The purpose of this study is to find a way to maintain the sustainability of YouTube quality by identifying the relationship between user satisfaction, perceived achievement, and continuous use intention of YouTube content quality that provides ski technology information. Moreover, with the recent emergence of the recent emergence of COVID-19, face-to-face activities have been limited and skiing technique is commonly conveyed through YouTube. Therefore, it is urgent to develop and provide meaningful skiing technique content and information to YouTube users. To this end, this study focuses on YouTube content on ski techniques provided by the Education Committee of Korea Ski Instructors Association. The subjects of this study were 322 individuals who watched five YouTube videos produced by the Education Committee at High1, Yongpyeong, Phoenix Park, and Welli Hilli 4 ski resorts located in Gangwon-do from November 2021 to March 2022. Frequency analysis, Cronbach’s α, and correlation analysis were performed using SPSSWIN 24.0. In addition, AMOS 24.0 was used for confirmatory factor analysis and structural equation model analysis for hypothesis validation. All statistical significance levels were set to p < 0.05. The findings support the suitability of the research model.

Keywords: user satisfaction; sustainability; YouTube content quality; ski technology (search for similar items in EconPapers)
JEL-codes: A1 D0 D4 D6 D7 D8 D9 E0 E2 E3 E4 E5 E6 E7 F0 F2 F3 F4 F5 F6 G0 G1 G2 H0 J0 K2 L0 L1 L2 M0 M1 M2 M3 M4 M5 N0 N1 N2 O0 O1 P0 (search for similar items in EconPapers)
Date: 2023
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