IDEAS home Printed from https://ideas.repec.org/a/mth/ijhr88/v9y2019i1p277-298.html
   My bibliography  Save this article

Understanding Users’ Preference to Engage in YouTubers

Author

Listed:
  • Wen-Yu Tsao

Abstract

The YouTubers are the new vocations to make money. People like to access the videos to relax or learn from the special YouTuber. Despite the growth and commercial potential of virtual worlds, relatively little is known about what users’ motivations to favor specific YouTubers. This paper offered and empirically tested a conceptual model to fill this gap. Given the system characteristics (mobility, reachability, compatibility, convenience) and YouTuber specific characteristics (escapism and post popularity) integrated extrinsic and intrinsic motivation as their preference determinants. Using PROCESS on a survey of 349 users of YouTube. The results confirmed the role of extrinsic and intrinsic motivation as preference determinants and showed the two system and two YouTuber specific characteristics as motivational basis. Implications for research and practice are discussed.

Suggested Citation

  • Wen-Yu Tsao, 2019. "Understanding Users’ Preference to Engage in YouTubers," International Journal of Human Resource Studies, Macrothink Institute, vol. 9(1), pages 277-298, December.
    • Handle: RePEc:mth:ijhr88:v:9:y:2019:i:1:p:277-298
    as

    Download full text from publisher

    File URL: http://www.macrothink.org/journal/index.php/ijhrs/article/download/14357/11350
    Download Restriction: no
    File URL: http://www.macrothink.org/journal/index.php/ijhrs/article/view/14357
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    2. n/a, 2015. "Book Reviews," The Energy Journal, International Association for Energy Economics, vol. 0(Number 4).
    3. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    4. Overby, Jeffrey W. & Lee, Eun-Ju, 2006. "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1160-1166, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rizomyliotis, Ioannis & Kastanakis, Minas N. & Giovanis, Apostolos & Konstantoulaki, Kleopatra & Kostopoulos, Ioannis, 2022. "“How mAy I help you today?” The use of AI chatbots in small family businesses and the moderating role of customer affective commitment," Journal of Business Research, Elsevier, vol. 153(C), pages 329-340.
    2. Hsu, Chin-Lung & Lin, Judy Chuan-Chuan, 2016. "Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention," Technological Forecasting and Social Change, Elsevier, vol. 108(C), pages 42-53.
    3. Zhigang Wang & Yu Wang (Avery. W) & Shaobao Wu, 2018. "The Activity Evaluation Model and Sustainable Interactive Management Strategies of Online User Innovation Community," Sustainability, MDPI, vol. 10(7), pages 1-23, June.
    4. Zhan Wang, 2021. "Social media brand posts and customer engagement," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 685-699, November.
    5. Jiwang Yin & Xiaodong Qiu, 2021. "AI Technology and Online Purchase Intention: Structural Equation Model Based on Perceived Value," Sustainability, MDPI, vol. 13(10), pages 1-16, May.
    6. Shin, Bongsik & Lee, Sanghoon & Lee, Ho Geun, 2016. "Examining an extended duality perspective regarding success conditions of IT service," International Journal of Information Management, Elsevier, vol. 36(2), pages 226-239.
    7. Benjamin T. Hazen & Robert E. Overstreet & Yacan Wang, 2015. "Predicting Public Bicycle Adoption Using the Technology Acceptance Model," Sustainability, MDPI, vol. 7(11), pages 1-16, October.
    8. Christian Arnold & Kai-Ingo Voigt, 2019. "Determinants of Industrial Internet of Things Adoption in German Manufacturing Companies," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(06), pages 1-21, October.
    9. Mithun S. Ullal & Iqbal Thonse Hawaldar & Rashmi Soni & Mohammed Nadeem, 2021. "The Role of Machine Learning in Digital Marketing," SAGE Open, , vol. 11(4), pages 21582440211, October.
    10. O'Connor, Genevieve E. & Myrden, Susan & Alkire (née Nasr), Linda & Lee, Kyungwon & Köcher, Sören & Kandampully, Jay & Williams, Jerome D., 2021. "Digital Health Experience: A Regulatory Focus Perspective," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 121-136.
    11. Asghar Bagheri & Abolmohammad Bondori & Mohammad Sadegh Allahyari & Jhalukpreya Surujlal, 2021. "Use of biologic inputs among cereal farmers: application of technology acceptance model," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 5165-5181, April.
    12. Marcus Rodrigues Peixoto & Jorge Brantes Ferreira & Laís Oliveira, 2022. "Drivers for Teleconsultation Acceptance in Brazil: Patients’ Perspective during the COVID-19 Pandemic," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 26(2), pages 210063-2100.
    13. Alharmoodi, Ahmed Abdulla & Khan, Mehmood & Mertzanis, Charilaos & Gupta, Shivam & Mikalef, Patrick & Parida, Vinit, 2024. "Co-creation and critical factors for the development of an efficient public e-tourism system," Journal of Business Research, Elsevier, vol. 174(C).
    14. Domenico Sardanelli & Agostino Vollero & Alfonso Siano & Gianmaria Bottoni, 2019. "Lowering the pirate flag: a TPB study of the factors influencing the intention to pay for movie streaming services," Electronic Commerce Research, Springer, vol. 19(3), pages 549-574, September.
    15. Bernard Fallery & Roxana Ologeanu-Taddei & Sylvie Gerbaix, 2010. "Acceptance and Appropriation of Videoconferencing for E-training: an Empirical Investigation," Post-Print hal-00773583, HAL.
    16. Humphrey M. Sabi & Faith-Michael E. Uzoka & Kehbuma Langmia & Felix N. Njeh & Clive K. Tsuma, 0. "A cross-country model of contextual factors impacting cloud computing adoption at universities in sub-Saharan Africa," Information Systems Frontiers, Springer, vol. 0, pages 1-24.
    17. Pramono Hari Adi & Faizal Wihuda & Wiwiek Rabiatul Adawiyah, 2017. "The Role of Social Media Browsing Intention for Behavioral Outcomes of Young Consumers," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(1), pages 39-57.
    18. Yang-Chieh Chin, 2016. "Consumer Acceptance of Online Complaint Forms: An Integration of TPB, TAM and Values Perspective," Business and Economic Research, Macrothink Institute, vol. 6(2), pages 265-279, December.
    19. Kamrath, Carolin & Rajendran, Srinivasulu & Nenguwo, Ngoni & Afari-Sefa, Victor & Broring, Stefanie, 2018. "Adoption behavior of market traders: an analysis based on Technology Acceptance Model and Theory of Planned Behavior," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(6), July.
    20. Kim, Nooree & Park, Yuri & Lee, Daeho, 2019. "Differences in consumer intention to use on-demand automobile-related services in accordance with the degree of face-to-face interactions," Technological Forecasting and Social Change, Elsevier, vol. 139(C), pages 277-286.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mth:ijhr88:v:9:y:2019:i:1:p:277-298. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Technical Support Office (email available below). General contact details of provider: http://www.macrothink.org/journal/index.php/ijhrs/index .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.