Factors influencing satisfaction on YouTube usage among students

Nazari, Nur Syahirah and Wok, Saodah (2018) Factors influencing satisfaction on YouTube usage among students. In: 12th Biennial Convention of the Pacific and Asian Communication (PACA) 2018, 4th-6th July 2018, Kota Kinabalu, Sabah. (Unpublished)

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Abstract

YouTube is one of the social networking sites using a video and it is very attractive among the young generation especially students. Therefore, this study aims to determine the relationship among perception, attitude, behavior, impact and satisfaction of YouTube usage and to identify the best predictor for YouTube satisfaction. Uses and Gratification Theory is used to explain the satisfaction with regards to YouTube usage among students. This study employs a quantitative research design using the survey method with questionnaire as its research instrument for data collection. A total of 229 respondents participated in the study. The results show that students have a positive perception, attitude, behavior, impact and satisfaction with the YouTube. There are positive relationships among the variables and the best predictor for satisfaction of YouTube usage is the impact of YouTube on the students.

Item Type:	Conference or Workshop Item (Invited Papers)
Additional Information:	2899/65443
Uncontrolled Keywords:	Behavior; impact; perception; satisfaction; YouTube usage.
Subjects:	H Social Sciences > H Social Sciences (General) > H61.8 Communication of information T Technology > T Technology (General) > T10.5 Communication of technical information T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5101 Telecommunication. Including telegraphy, radio, radar, television
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Communication Kulliyyah of Islamic Revealed Knowledge and Human Sciences
Depositing User:	Prof. Dr. Saodah Wok
Date Deposited:	06 Sep 2018 11:20
Last Modified:	06 Sep 2018 11:20
URI:	http://irep.iium.edu.my/id/eprint/65443

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