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.
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Hiramatsu, A., Nose, K. (2013). Behavior Analysis of Video Hosting Website Users Based on an Extended Technology Acceptance Model. In: Matsuo, T., Colomo-Palacios, R. (eds) Electronic Business and Marketing. Studies in Computational Intelligence, vol 484. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-37932-1_9
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DOI: https://doi.org/10.1007/978-3-642-37932-1_9
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