유튜브 이용자의 개방성 인식과 상호작용성이 인지된 네트워크 외부성에 미치는 영향

Abstract

This dissertation examines the impact of YouTube users' perception of openness on their recognized network externalities through interactivity. The perception of openness is composed of sub-factors including accessibility, individuality, diversity, diffusion, and profitability. I investigates how these sub-factors influence media interactivity and user interactivity. The analysis was conducted using a structural equation model with a total of 1,000 responses collected through selective sampling. The results indicate that among the sub-factors of openness, the perceptions of profitability and diffusion have the strongest influence on media interactivity, while diversity and individuality have the most significant impact on user interactivity. Furthermore, user interactivity is shown to have a substantial effect on direct externalities, whereas media interactivity significantly influences indirect externalities. Both media interactivity and user interactivity similarly affect negative externalities. Overall, it is revealed that while YouTube users recognize the 'user utility' of direct and indirect externalities, they also have a heightened awareness of negative externalities. This suggests that the openness of YouTube influences not only direct and indirect externalities through interactivity but also has an impact on negative externalities.