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,

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

Informasi Umum

Kode

17.24.082

Klasifikasi

657.072 - Accounting research

Jenis

E-Article

Subjek

Accounting

No. Rak

Dilihat

195 kali

Informasi Lainnya

Abstraksi

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, YouTube