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The Korean Society for Journalism & Communication (KSJCS)
[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 68, No. 5, pp.165-195
ISSN: 2586-7369 (Online)
Print publication date 31 Oct 2024
Received 05 Jun 2024 Revised 16 Sep 2024 Accepted 25 Sep 2024
DOI: https://doi.org/10.20879/kjjcs.2024.68.5.005

유튜브 추천 알고리즘과 유튜브 지속적 이용의도의 관계 : 알고리즘의 투명성 원칙과 책무성 원칙에 대한 규제 태도의 매개효과를 중심으로

심홍진*** ; 박준혁****
***정보통신정책연구원 연구위원 hjshim@kisdi.re.kr
****펜실베이니아 대학교 박사과정 jhpark24@upenn.edu
Relationship Between YouTube’s Recommendation Algorithm and Continuous Usage Intention : The Mediating Effect of Regulatory Attitudes Toward Algorithmic Transparency and Accountability Principles
Hongjin Shim*** ; Joonhyeog Park****
***Research Fellow, Korea Information Society Development Institute, corresponding author hjshim@kisdi.re.kr
****Ph.D Student, University of Pennsylvania jhpark24@upenn.edu

초록

본 연구는 유튜브 추천 알고리즘에 대한 이용자의 긍정적·부정적 인식이 유튜브 지속 이용 의도에 미치는 영향을 조사하고, 이들 변수 간의 관계에서 알고리즘 투명성과 책무성 원칙에 대한 이용자의 규제 태도의 매개효과를 검증하였다. 이러한 분석을 통해 유튜브 추천 알고리즘의 부정적 효과와 잠재적 역기능을 검토하고 이에 따른 학술적 시사점과 정책적 대응 방향을 제시하고자 하였다. 연구는 방송통신위원회와 정보통신정책연구원에서 수행 및 공개한 <2022년 지능정보사회 이용자 패널조사> 데이터(n=5,378)를 활용하여 분석을 수행하였다. 연구 결과는 다음과 같다. 첫째, 유튜브 추천 알고리즘에 대한 긍정적 인식은 유튜브 지속 이용의도에 직접적으로 정적 영향을 미칠 뿐 아니라, 알고리즘 투명성과 책무성 원칙에 대한 규제 태도를 통해 간접적으로도 긍정적 영향을 미치는 것으로 나타났다. 이는 유튜브 추천 알고리즘에 대한 긍정적 인식과 유튜브 지속 이용의도 간의 관계에서 알고리즘 투명성과 책무성 원칙에 대한 규제 태도의 매개효과가 유의미함을 시사한다. 둘째, 유튜브 추천 알고리즘에 대한 부정적 인식은 유튜브 지속 이용의도에 통계적으로 유의미한 영향을 미치지 않는 것으로 나타났다. 그러나 부정적 인식은 알고리즘 투명성과 책무성 원칙에 대한 규제 태도를 매개로 유튜브 지속 이용의도에 부정적인 영향을 미치는 것으로 확인되었다. 이와 같은 연구 결과를 토대로 본 연구는 유튜브 추천 알고리즘의 투명성과 책무성 원칙 강화를 통해 이용자의 긍정적 인식을 증진시키고, 부정적 인식을 완화하는 방향의 정책적 대응을 제언하였다. 나아가 유튜브 추천 알고리즘의 잠재적 역기능에 대한 지속적인 탐구와 검토의 필요성을 강조하였다.

Abstract

This study investigated the impact of users’ positive and negative perceptions of YouTube’s recommendation algorithm on their intention to continue using the platform. It also examined the mediating effects of regulatory attitudes towards the principles of algorithm transparency and accountability between these perceptions and intention. The research aimed to explore both the positive and negative implications of YouTube’s recommendation system, offering academic and policy recommendations to improve user experience while mitigating potential risks. The study utilized data from the 2022 Intelligent Information Society User Panel Survey, conducted by the Korea Communications Commission and the Korea Information Society Development Institute, with a sample size of 5,378 respondents. This survey enabled a comprehensive assessment of users’ perceptions of YouTube’s recommendation system and their regulatory attitudes toward transparency and accountability. The key findings are as follows: First, positive perceptions of YouTube’s recommendation algorithm had a direct positive effect on users’ intention to continue using the platform, as well as an indirect effect mediated by regulatory attitudes toward transparency and accountability principles. This suggests that positive perceptions of the algorithm not only improve user satisfaction but also build trust in the platform when transparency and accountability principles are appropriately applied. Second, negative perceptions of YouTube’s recommendation algorithm did not show a significant direct impact on the usage intention. However, when regulatory attitudes regarding transparency and accountability were included as mediators, a negative effect on usage intention emerged. This implies that negative user perceptions of the algorithm may deter continued use if transparency and accountability are not adequately addressed. These findings highlight the dual role of transparency and accountability principles as both protective measures and trust-building factors. Enhancing transparency would ensure that users are informed about how recommendations are generated, increasing trust and satisfaction. Accountability, on the other hand, emphasizes corporate responsibility for the outcomes produced by the algorithm, which can help mitigate negative perceptions and maintain user engagement. The study stresses the importance of ongoing exploration and evaluation of potential dysfunctions of YouTube’s recommendation system, particularly the spread of misinformation, privacy issues, and the reinforcement of confirmation biases through filter bubbles. To address these challenges, the study recommends improving transparency and accountability within recommendation algorithms to boost users’ positive perceptions and reduce negative ones. Moreover, policymakers should consider user-centric regulatory frameworks that account for the complex dynamics between user perception, regulatory intervention, and technological affordances. This research provides insights into how algorithmic governance can be designed to enhance user trust and satisfaction, ensuring the sustainable and ethical deployment of AI-based recommendation systems on digital platforms.

Keywords:

YouTube Recommendation Service, Algorithmic Principles, Usage Intention, Intelligent Information Society User Panel Survey

키워드:

유튜브 추천 서비스, 알고리즘 기본원칙, 이용의도, 지능정보사회 이용자 패널조사

Acknowledgments

This study was based on the data from the 2022 Intelligent Information Society User Panel Survey conducted by the Korea Communications Commission and Korea Information Society Development Institute(이 논문은 방송통신위원회·정보통신정책연구원의 2022년 지능정보사회 이용자 패널조사 데이터를 분석하여 작성한 것임).

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