YouTube stickiness: the needs, personal, and environmental perspective

Hsiu-Sen Chiang (Department of Information Management, National Taichung University of Science and Technology, Taichung, Taiwan)
Kuo-Lun Hsiao (Department of Information Management, National Taichung University of Science and Technology, Taichung, Taiwan)

Internet Research

ISSN: 1066-2243

Publication date: 2 February 2015

Abstract

Purpose

Many video sharing sites (e.g. YouTube, Vimeo, and Break) host user-generated video content in the hopes of attracting viewers and thus profits. Therefore, continuous use and video sharing behavior on the part of site users is critical to the continue enjoyment of other users and to the video service providers business. The purpose of this paper is to provide an improved understanding of what motivates internet users to share videos and spend more time on video sharing web sites.

Design/methodology/approach

The authors propose a research model based on Uses and Gratification Theory and on Social Cognitive Theory, incorporating key determinants of web site stickiness. An online survey instrument was developed to gather data, and 265 questionnaires were used to test the relationships in the model.

Findings

The causal model was validated using SmartPLS 2.0, and 14 out of 18 study hypotheses were supported. The results indicated that continuance motivation and sharing behavior were important antecedents of YouTube stickiness and mediated the influence of need, personal, and environmental factors.

Practical implications

The proposed framework can be used by online video service providers to develop a platform that satisfies user needs and to enhance sharing intention.

Originality/value

The study provides a comprehensive framework of the antecedents and effects of continuance motivation and sharing behavior on video sharing web sites.

Keywords

Acknowledgements

The authors would like to thank the Editor, Dr Jim Jansen, and anonymous reviewers for their excellent comments and suggestions. The authors are also thankful to Mr Jonathan Brody for his editorial assistance. This study was supported by grants from the National Science Council of the Republic of China under Contract Number NSC 101-2410-H-025-008-. Both authors have contributed equally to this paper.

Citation

Chiang, H.-S. and Hsiao, K.-L. (2015), "YouTube stickiness: the needs, personal, and environmental perspective", Internet Research, Vol. 25 No. 1, pp. 85-106. https://doi.org/10.1108/IntR-11-2013-0236

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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