標題: Predicting the Determinants of Users' Intentions for Using YouTube to Share Video: Moderating Gender Effects
作者: Yang, Chyan
Hsu, Yi-Chun
Tan, Suyanti
資訊管理與財務金融系 註:原資管所+財金所
Department of Information Management and Finance
公開日期: 1-四月-2010
摘要: This research aims to improve understanding of what motivates individual online users to share their videos on YouTube and whether gender affects those motivations. The work proposes a model based on the technology acceptance model (TAM) and social influences theory by conducting a survey of 206 male and 135 female video sharers of YouTube to test this model. The results indicate that perceived ease of use is an important determinant of the intention to use YouTube to share video. All factors from the social influence perspective significantly affect the intention to use YouTube to share video. The results show that differences exist in sharing behavior between female and male users. Female users' intention is strongly influenced by usefulness and social norms, while male users' intention is strongly influenced by interpersonal norms. Based on those findings, implications for theory and practice are discussed.
URI: http://dx.doi.org/10.1089/cyber.2009.0105
http://hdl.handle.net/11536/14112
ISSN: 2152-2715
DOI: 10.1089/cyber.2009.0105
期刊: CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING
Volume: 13
Issue: 2
起始頁: 141
結束頁: 152
顯示於類別:期刊論文


文件中的檔案:

  1. 000278034700003.pdf