Behavior Analysis of Video Hosting Website Users Based on an Extended Technology Acceptance Model

Part of the Studies in Computational Intelligence book series (SCI, volume 484)

Abstract

This paper shows an analysis why students use online video hosting services. Based on the Technology Acceptance Model (TAM), a hypothesis model for video hosting website users was designed. The hypothesis model incorporates social influence, flow experience, comfortable communication, and advertisement interference into the basic TAM. A questionnaire was given to about 350 students. Behaviors of online video hosting website users were analyzed with correlation analysis and structural equation modeling.

Keywords

Video Hosting Service Technology Acceptance Model User Behavior 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  1. 1.Osaka Sangyo UniversityOsakaJapan

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