The Usage Behaviors, Motivations and Gratifications of Using User-Generated Media: The Case Study of Taiwan's YouTube

Tai-Li Wang
2014 Advances in Journalism and Communication  
Video sharing websites have become an indispensable online service to Internet users. We aim to investigate the relationships between motivations of using video-sharing websites, online reputation management, innovation orientation, and video-sharing website usage behaviors, and how these factors affect gratification obtained from video-sharing website usage. This study employs focus group interviews and online questionnaire surveys. The research findings reveal that the higher the
more » ... er the interpersonal media related motivations, such as participating or sharing, the higher the level of involvement of video-sharing website usage behaviors is. However, the mass media related motivations, such as browsing or consuming, are irrelevant to the level of usage involvement. The earlier users adopt video-sharing websites, the higher level of usage involvement is. The more value video-sharing websites' users put for video sites' performance perception, the lower level of usage involvement is; on the contrary, the more value video-sharing websites' users put for impression management, the higher level of usage involvement is. Taken as a whole, the higher level of usage involvement, the higher level of gratifications acquired from using usergenerated video-sharing websites is. This paper establishes a comprehensive behavior model of video-sharing websites, which is helpful both for online media research and business practice. It is worthy of noting that the findings are based on survey data from a single country, and may impact this paper's external validity.
doi:10.4236/ajc.2014.24015 fatcat:f2opfj4odzagtcijtiie4g7oka