YouTube channel continues watching intention

• Main Authors: Hsu, Li-Yang, 徐力揚
• Other Authors: Lin, Chieh-Peng
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/8r3p22

碩士 === 國立交通大學 === 經營管理研究所 === 106 === Nowadays, due to the rapid development of the internet and the emergence of social media, everyone can easily make their own video and share their videos online. Moreover, with the large number of viewers and rapid growth of view rate, online social media has quickly become one of the focal marketing channels. However, seldom research discussed the main factors that determine viewers and consumers' continuous viewing of social media. Therefore, the purpose of this paper is to present a conceptual model and illustrate how audience’s watching motivation, channel identification, subjective norms, channel affinity affect the continues intention of watching video on the largest online social media platform, YouTube. This study was conducted on an individual basis and used online questionnaires uploaded to the major online social platforms for users to fill in. The study included audiences of all ages. Finally, a total of 382 valid questionnaires were retrieved. The results of the study found that: (1) Continuance intention is positively influenced by affinity; (2) Continuance intention is positively influenced by channel identification (3) Affinity is positively influenced by problem solving quality; (4) Channel identification is positively influenced by problem solving quality; (5) Affinity is positively influenced by entertainment quality; (6) Channel identification is positively influenced by entertainment quality; (7) The relationship between affinity and continuance intention is positively moderated by social norms; (8) The relationship between channel identification and continuance intention is positively moderated by social norms.