Analyzing Determinants of YouTube Fitness Content View Counts: Focusing on Message and Source Factors

Kim, Jong-Ho; Won, Jongeun; Kim, Kihan

doi:10.5392/jkca.2023.23.02.249

Cited by 1 publication

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“…The message source effect model, specifically the credibility model, reveals that factors like the speaker's credibility, attractiveness, and familiarity influence engagement with the message, leading to changes in memory and attitude. Recent studies have validated this understanding by examining parasocial relationships [37][38][39].…”

Section: The Moderating Effect Of Parasocial Relationshipsmentioning

confidence: 93%

Exploring the Influence of YouTube on Digital Health Literacy and Health Exercise Intentions: The Role of Parasocial Relationships

Kim,

Youm,

Kim

et al. 2024

Behavioral Sciences

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The purpose of this study was to analyze the mediating role of digital health literacy and the moderating effect of parasocial relationships on the relationship between the viewing experience of health exercise-related YouTube content and the intention for health exercise behavior. Based on the health action process approach, this study established a foundational theoretical model to analyze how digital health literacy mediates the impact of media viewing experience on health exercise behavior intention. Additionally, this study examined the moderating effect of parasocial relationships with YouTube creators. For empirical analysis, variables were measured using a self-administration method among 409 randomly sampled consumers of YouTube health exercise content. The collected data were analyzed using a structural equation model incorporating mediation parameters, and a multigroup model analysis was conducted to understand differences based on parasocial relationships. The results revealed that increased YouTube viewing experience enhanced cognitive, skill, and evaluative components of digital health literacy, which were significant factors in increasing health exercise behavior intention. Notably, the mediating effect of cognition played a crucial role, and the strengthening effect of parasocial relationships on this relationship was confirmed. These findings can be utilized as practical foundational data for designing digital health communication strategies, particularly in developing motivational mechanisms that encourage consumers to engage voluntarily and consistently in health behaviors based on online health information.

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Section: The Moderating Effect Of Parasocial Relationshipsmentioning

confidence: 93%