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Continuance Intention to Use YouTube Applying the Uses and Gratifications Theory

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Digital Economy, Business Analytics, and Big Data Analytics Applications

Part of the book series: Studies in Computational Intelligence ((SCI,volume 1010))

Abstract

The current research attempts to examine how gratifications predict the continuance intention to use YouTube among university students. Partial least squares structural equation modeling (PLS-SEM) was used to examine causal relations proposed in the research model. The sample comprised 446 students from selected universities in the United Arab Emirates. The research findings revealed that hedonic, escapism and social interaction gratifications have a significant impact on the continuance intention. However, it is unexpected to find that information seeking, mobility and information overload gratifications have an insignificant effect on the continuance intention.

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Authors and Affiliations

  1. Faculty of Business, Al-Zaytoonah University of Jordan, Amman, Jordan

    Saad G. Yassen, Dima Dajani & Ihab Ali El-Qirem

  2. College of Business, Al Ain University, Al Ain, UAE

    Shorouq Fathi Eletter

Authors
  1. Saad G. Yassen
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  2. Dima Dajani
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  3. Ihab Ali El-Qirem
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  4. Shorouq Fathi Eletter
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Correspondence to Saad G. Yassen .

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Editors and Affiliations

  1. Business Analytics and Information Systems, Faculty of Business, Al-Zaytoonah University of Jordan, Amman, Jordan

    Saad G. Yaseen

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Yassen, S.G., Dajani, D., El-Qirem, I.A., Eletter, S.F. (2022). Continuance Intention to Use YouTube Applying the Uses and Gratifications Theory. In: Yaseen, S.G. (eds) Digital Economy, Business Analytics, and Big Data Analytics Applications. Studies in Computational Intelligence, vol 1010. Springer, Cham. https://doi.org/10.1007/978-3-031-05258-3_23

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