The purpose of this study was to demonstrate the relationship between Technology acceptance model, perceived Enjoyment, expected relationship, and self-esteem in order to analyze the intention of Online video sharing behavior. For the collection of samples, an online survey was conducted on panelists with online video sharing experience. Structural equation model verification was used to analyze the collected data. As a result of the study, it was confirmed that perceived enjoyment, expectation relationship, and self-esteem all influence perceived usefulness and perceived usability for Internet video sharing. In addition, it was confirmed that two variables of the technology acceptance model have effect on the intention of online video sharing, and it was confirmed that the perceived usability has an influence on perceived usefulness.

 Citation  

이원호, 장한진, 노기영. (2020). 이용자의 기대 관계, 자존감과 인지된 유희성이 온라인 동영상 공유행위 의도에 미치는 영향. 한국디지털콘텐츠학회 논문지, 21(7), 1325-1334.