A Tentative Framework On The Relationships Between G ratification and Continuance Intention to Use YouTube for Movie Watching Experience
Authors
Bebbra Charles Mailin
Film Programme, Department of Communication, Department of Comm
unication, Creative Writing Programme
Universiti Teknologi Mara
Jusang Bolong
Film Programme, Department of Communication, Department of Comm
unication, Creative Writing Programme, Unive
rsiti Putra Malaysia
Rosmiza Bidin
Film Programme, Department of Communication, Department of Comm
unication, Creative Writing Programme, Unive
rsiti Putra Malaysia
Mohd Syuhaidi Abu Bakar
Film Programme, Department of Communication, Department of Comm
unication, Creative Writing Programme
Universiti Teknologi Mara
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).
