User Satisfaction Study for Sustainability of YouTube Content Quality: Focusing on Ski Technology

ABSTRACT

The purpose of this study is to find a way to maintain the sustainability of YouTube quality by identifying the relationship between user satisfaction, perceived achievement, and continuous use intention of YouTube content quality that provides ski technology information. Moreover, with the recent emergence of the recent emergence of COVID-19, face-to-face activities have been limited and skiing technique is commonly conveyed through YouTube. Therefore, it is urgent to develop and provide meaningful skiing technique content and information to YouTube users. To this end, this study focuses on YouTube content on ski techniques provided by the Education Committee of Korea Ski Instructors Association. The subjects of this study were 322 individuals who watched five YouTube videos produced by the Education Committee at High1, Yongpyeong, Phoenix Park, and Welli Hilli 4 ski resorts located in Gangwon-do from November 2021 to March 2022. Frequency analysis, Cronbach's alpha, and correlation analysis were performed using SPSSWIN 24.0. In addition, AMOS 24.0 was used for confirmatory factor analysis and structural equation model analysis for hypothesis validation. All statistical significance levels were set to p < 0.05. The findings support the suitability of the research model.