A Tentative Framework On The Relationships Between G ratification and Continuance Intention to Use YouTube for Movie Watching Experience

Bebbra Charles Mailin, Jusang Bolong, Rosmiza Bidin, Mohd Syuhaidi Abu Bakar

Abstract

The paper discusses the emergence of User Generated Content (UGC) sites,UGC sites value chainand YouTube as a UGCmedium for movie watching experience. This paper goes on by tabulating relationships between content, social, process andtechnology gratification; and continuance intention of using YouTube to watch movies.Based on various reviews of literature,this study later hypothesized; and proposed a new tentative framework for those in the quest of predicting relationships betweenthose antecedents (gratifications) and consequences (continuance intention).

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