Understanding the Dominant Factors towards the Intention to Use Youtube continuously in Indonesia

DOI

10.2991/icst-18.2018.97How to use a DOI?

Keywords

SNSs, U&G, Media Appeal, continuance Intention

Abstract

Abstract-YouTube as the world's largest video content service provider that can be accessed by various groups of people provides facilities to share videos easily widely to its consumers. With the development of YouTube as a social network site (SNSs), this study aims to identify the motivations of consumers who wish to participate in SNSs, as well as examine the effect of the relationship of facilities to intention to use through the perspective of Uses & Gratification (U & G). Data collection was carried out by distributing online questionnaires with non-probability sampling techniques to obtain empirical testing from the research model. The findings of identification of self-presentation (SP), passing time (PT), and information sharing (IS), Enjoyment (Enjoy), and media appeal (MA) are motives that support the condition of continuance intention (CI). The results of the study confirm that appeal gratification media and enjoyment of gratification as gratuities are needed by YouTube users to strengthen continuance intention

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Nur Cahyo Wibowo
AU  - Tri Lathif Mardi Suryanto
AU  - Asif Faroqi
AU  - Rizka Hadiwiyanti
PY  - 2018/12
DA  - 2018/12
TI  - Understanding the Dominant Factors towards the Intention to Use Youtube continuously in Indonesia
BT  - Proceedings of the International Conference on Science and Technology (ICST 2018)
PB  - Atlantis Press
SP  - 465
EP  - 470
SN  - 2589-4943
UR  - https://doi.org/10.2991/icst-18.2018.97
DO  - 10.2991/icst-18.2018.97
ID  - Wibowo2018/12
ER  -