In this study, based on previous research on personal broadcasting, we indirectly measured content quality, YouTuber attributes, user satisfaction, and behavioral intention, which are latent variables that cannot be directly measured, as measurement variables, and then measured theoretically between the latent variables. In order to analyze the causal relationship, we used a structural equation model to determine to what extent the content quality of the YouTube mukbang channel and the YouTuber's attributes influence behavioral intentions such as purchase, recommendation, and continued use according to viewers' satisfaction with use. We intend to analyze and verify the relationship between related variables. The research results are as follows. First, the value, relevance, timeliness, completeness, and data quantity of content quality were found to have no significant impact on user satisfaction. Second, the trustworthiness, expertise, attractiveness, and intimacy of YouTuber attributes were found to have a significant impact on user satisfaction, but the similarity of YouTuber attributes did not have a significant impact on usage. Third, user satisfaction was found to have a significant impact on behavioral intentions and purchase intentions. However, user satisfaction was not found to have a direct significant impact on recommendation intentions or continued usage intentions.

1. 서 론
2. 이론적 배경
    2.1 콘텐츠 품질
    2.2 유튜버 속성
    2.3 이용 만족도
    2.4 행동의도
3. 연구모형 및 연구가설 설정
    3.1 연구모형의 설정
    3.2 연구가설의 설정
4. 실증분석
    4.1 자료수집 및 분석 방법
    4.2 표본의 통계적 특성
    4.3 측정변수의 요인 분석 및 신뢰도 분석
    4.4 구조방정식 모형 검증 및 가설 검증
    4.5 연구 가설의 검증
5. 결 론
6. References
저자 소개

• 배영주(한국교통대학교 산업경영공학과) | Young-Ju Bae (Dept. of Industrial and Management Engineering, Korea national University of Transportation) Corresponding author