APJIS Asia Pacific Journal of Information Systems

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The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS), a Scopus and ABDC indexed journal, is a
flagship journal of the information systems (IS) field in the Asia Pacific region.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Byounggu Choi / One-Ki (Daniel) Lee

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Past Issue

Date September 2021
Vol. No. Vol. 31 No. 3
DOI https://doi.org/10.14329/apjis.2021.31.3.277
Page 277~295
Title Intention to Subscribe to YouTube Channels: Trust in Creator and Trust in Content
Author HyoSug (Terry) Chang, Ho Geun Lee, SeoYoung Lee
Keyword YouTube, Online Video Streaming, Subscribing, Trust in Creator, Trust in Content
Abstract This paper examines the features that make a YouTube channel attractive to users. Considering that drawing users’ attention is challenging on this platform, voluminous amounts of videos are available, it is crucial to identify the factors that make users intend to subscribe to a YouTube channel. In this study, we used an online survey to collect data from 1125 respondents and an SEM model using Smart PLS 3.2.8 to analyze it. The results show that integrity and familiarity with a YouTube channel are positively correlated with trust in its creator, which leads to subscribing to the YouTube channel; value and accuracy also positively affect intention to subscribe to a YouTube channel via trust in content. This study enriches the field of research about trust in the creator and trust in content.


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