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Factors of gratification contributing in continuance intention to watch movies on YouTube


Citation

Abu Bakar, Mohd Syuhaidi and Bolong, Jusang and Bidin, Rosmiza and Mailin, Bebbra (2014) Factors of gratification contributing in continuance intention to watch movies on YouTube. Procedia - Social and Behavioral Sciences, 155. pp. 9-13. ISSN 1877-0428

Abstract / Synopsis

YouTube has leveraged their native sharing properties and making all content digitally available to everyone under the Creative Commons license (ford.digitalsnippets.com, 2010). Thousands of movies have been uploaded to YouTube for free viewings and has affected broadcasting and cinema industry greatly (Brody, 2012). This paper is to share sets of predicted elements in YouTube said to be responsible in gratifying its multi-purposes viewers and instill continuance intentions to use the UGC for movie watching among Malaysians in Klang Valley. This was done by integrating the uses and gratification framework with several disconfirmations of motivations (content, social, process, and technology).


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Additional Metadata

Item Type: Article
Divisions: Faculty of Modern Language and Communication
DOI Number: 10.1016/j.sbspro.2014.10.248
Publisher: Elsevier
Keywords: New media studies; Mass communication; Electronic media; U&G; EDT
Depositing User: Nabilah Mustapa
Date Deposited: 16 Dec 2015 16:45
Last Modified: 16 Dec 2015 16:45
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.1016/j.sbspro.2014.10.248
URI: http://psasir.upm.edu.my/id/eprint/37643
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