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

Penulis

  • 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

Abstrak

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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Diterbitkan

2018-02-09

Terbitan

2016: SCBTII Proceeding

Bagian

Articles