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A Tentative Framework On The Relationships Between Gratification and Continuance Intention to Use YouTube for Movie Watching Experience: SCBTII Proceeding Book The 7th Smart Collaboration for Business in Tehcnology and Information Industries,

By Mohd Syuhaidi Abu Bakar Rosmiza Bidin Jusang Bolong Bebbra Charles Mailin

Abstract

The paper discusses the emergence of User Generated Content (UGC) sites, UGC sites value chain and YouTube as a UGC medium for movie watching experience. This paper goes on by tabulating relationships between content, social, process and technology gratification; and continuance intention of using YouTube to watch movies. Based on various reviews of literature, this study later hypothesized; and proposed a new tentative framework for those in the quest of predicting relationships between those antecedents (gratifications) and consequences (continuance intention). Keywords : Gratification, Continuance Intention, YouTub

Topics: ACCOUNTING
Publisher: Fakultas Ekonomi Bisnis - Telkom University
Year: 2017
OAI identifier: oai:openlibrary.telkomuniversity.ac.id:17.24.082
Provided by: Open Library
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