Relationships between expectation towards technology and social gratification with continuance intention to watch movies on YouTube: mediating roles of gratification / Mohd Syuhaidi Abu Bakar and Jusang Bolong.
This study hypothesized that gratification mediates relationships between expectations towards social and technology gratification provided by YouTube for movie watching experience; with continuance intention of using YouTube to watch movies. All variables and items were extracted from reviews of li...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Communication and Media Studies, Universiti Teknologi MARA
2018
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/30192/ |
| _version_ | 1848807431994343424 |
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| author | Abu Bakar, Mohd Syuhaidi Bolong, Jusang |
| author_facet | Abu Bakar, Mohd Syuhaidi Bolong, Jusang |
| author_sort | Abu Bakar, Mohd Syuhaidi |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | This study hypothesized that gratification mediates relationships between expectations towards social and technology gratification provided by YouTube for movie watching experience; with continuance intention of using YouTube to watch movies. All variables and items were extracted from reviews of literatures and were checked for convergent and discriminant validity using Confirmatory Factor Analysis (CFA). Structural Equation Modelling (SEM) under AMOS software was later used. Results of the SEM indicated that the model fits the data. Based on the Three-Variable Non-recursive Causal Model by Baron and Kenny, it was found that gratification acts as a mediator for both expectations, which also led to their continuance intent to watch movies on YouTube. |
| first_indexed | 2025-11-14T22:42:43Z |
| format | Article |
| id | uitm-30192 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T22:42:43Z |
| publishDate | 2018 |
| publisher | Faculty of Communication and Media Studies, Universiti Teknologi MARA |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-301922020-04-30T05:35:40Z https://ir.uitm.edu.my/id/eprint/30192/ Relationships between expectation towards technology and social gratification with continuance intention to watch movies on YouTube: mediating roles of gratification / Mohd Syuhaidi Abu Bakar and Jusang Bolong. fk Abu Bakar, Mohd Syuhaidi Bolong, Jusang Audiovisual aids. Visual communication This study hypothesized that gratification mediates relationships between expectations towards social and technology gratification provided by YouTube for movie watching experience; with continuance intention of using YouTube to watch movies. All variables and items were extracted from reviews of literatures and were checked for convergent and discriminant validity using Confirmatory Factor Analysis (CFA). Structural Equation Modelling (SEM) under AMOS software was later used. Results of the SEM indicated that the model fits the data. Based on the Three-Variable Non-recursive Causal Model by Baron and Kenny, it was found that gratification acts as a mediator for both expectations, which also led to their continuance intent to watch movies on YouTube. Faculty of Communication and Media Studies, Universiti Teknologi MARA 2018 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/30192/1/30192.pdf Abu Bakar, Mohd Syuhaidi and Bolong, Jusang (2018) Relationships between expectation towards technology and social gratification with continuance intention to watch movies on YouTube: mediating roles of gratification / Mohd Syuhaidi Abu Bakar and Jusang Bolong. (2018) Forum Komunikasi (FK) <https://ir.uitm.edu.my/view/publication/Forum_Komunikasi_=28FK=29.html>, 13 (1). pp. 1-14. ISSN 0128-2379 https://forumkomunikasi.uitm.edu.my |
| spellingShingle | Audiovisual aids. Visual communication Abu Bakar, Mohd Syuhaidi Bolong, Jusang Relationships between expectation towards technology and social gratification with continuance intention to watch movies on YouTube: mediating roles of gratification / Mohd Syuhaidi Abu Bakar and Jusang Bolong. |
| title | Relationships between expectation towards technology and social gratification with continuance intention to watch movies on YouTube: mediating roles of gratification / Mohd Syuhaidi Abu Bakar and Jusang Bolong. |
| title_full | Relationships between expectation towards technology and social gratification with continuance intention to watch movies on YouTube: mediating roles of gratification / Mohd Syuhaidi Abu Bakar and Jusang Bolong. |
| title_fullStr | Relationships between expectation towards technology and social gratification with continuance intention to watch movies on YouTube: mediating roles of gratification / Mohd Syuhaidi Abu Bakar and Jusang Bolong. |
| title_full_unstemmed | Relationships between expectation towards technology and social gratification with continuance intention to watch movies on YouTube: mediating roles of gratification / Mohd Syuhaidi Abu Bakar and Jusang Bolong. |
| title_short | Relationships between expectation towards technology and social gratification with continuance intention to watch movies on YouTube: mediating roles of gratification / Mohd Syuhaidi Abu Bakar and Jusang Bolong. |
| title_sort | relationships between expectation towards technology and social gratification with continuance intention to watch movies on youtube: mediating roles of gratification / mohd syuhaidi abu bakar and jusang bolong. |
| topic | Audiovisual aids. Visual communication |
| url | https://ir.uitm.edu.my/id/eprint/30192/ https://ir.uitm.edu.my/id/eprint/30192/ |