Intention to Subscribe to YouTube Channels: Trust in Creator and Trust in Content

Hyo Sug Terry Chang, Ho Geun Lee, Seo Young Lee

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


This paper examines the features that make a YouTube channel attractive to users. Considering that drawing users' attention is challenging on this platform, where 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.

Original languageEnglish
Pages (from-to)277-295
Number of pages19
JournalAsia Pacific Journal of Information Systems
Issue number3
Publication statusPublished - 2021

Bibliographical note

Publisher Copyright:
© 2021. All Rights Reserved.

All Science Journal Classification (ASJC) codes

  • Sociology and Political Science
  • Information Systems and Management


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