A Study on the Continuance Intention to Watch YouTubers’ Videos: The Perspective of Experiential Marketing, Social Capital and Inertia

• Main Authors: Li, Jia-Lun, 李家綸
• Other Authors: Kang, Tsan-Ching
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/5ux9m5

碩士 === 靜宜大學 === 資訊管理學系 === 107 === YouTube is a video sharing website. Users can upload videos to YouTube, watch videos for free, leave comments on favorite videos, and share videos with family and friends. YouTubers are creators of videos on YouTube. They create creative videos and upload them to YouTube to attract viewers to subscribe and click the bell icon. If YouTubers’ videos get more views, YouTubers can make more money. YouTubers create many types of videos. For example, sharing their gaming experience, unboxing products purchased online, evaluating convenience store cuisine, and documenting interesting things in their lives are all possible topics of videos. Recent statistics show that YouTubers’ videos have become one choice among other leisure. There are few studies discussing viewers’ behaviors of watching YouTubers’ videos in past literature. Thus, this study examines the impacts of factors affecting the continuance intention to watch YouTubers’ videos from the perspective of experiential marketing, social capital and behavior-based inertia on continuance intention to watch YouTubers’ videos. This study conducted an online survey to collect viewers’ responses. The online survey lasts for one month and 467 complete respondents were collected. The hypotheses were tested with SmartPLS 3. The results showed that act experience, feeling experience, sense experience, trust, and identification have positive impacts on behavior-based inertia. Then, the behavior-based inertia has positive impact on continuance intention to watch YouTubers’ videos. Academic and practical implications for YouTubers and the managements of online communities are discussed in the end of this study.