This study empirically analyzed the impact of viewer preferences for expressions of empathy (number of comments, likes, and views) on information satisfaction, subscription intent, and sharing intent in YouTube's informational entertainment sports content.A total of 410 surveys were utilized for the analysis, employing SPSS 25.0 for factor analysis, reliability analysis, correlation analysis, and regression analysis.The results showed that while the preference for the number of comments positively influenced information satisfaction and subscription intent, the preferences for the number of likes and views did not have a significant impact.Specifically, the preference for the number of likes affected the intent to share, but the preference for the number of views did not significantly impact viewer satisfaction or behavioral intentions.This indicates that the preference for comments encourages direct user interaction and reflects deep interest and satisfaction with the content, whereas the preference for likes serves as a simple user evaluation and tends to encourage sharing.Additionally, the preference for views, while indicating content popularity, did not significantly contribute to individual user engagement or satisfaction.These findings will be useful as reference material for YouTube content creators and marketers.
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Wang et al. (2024) studied this question.
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