Browse > Article
http://dx.doi.org/10.15207/JKCS.2019.10.12.223

Uses and Gratifications on Subscribed YouTube Channels : Centered on Motives for Ritualized use and Instrumental Use, Flow, and Satisfaction  

Joo, Jihyuyk (Department of Journalism & Communication, Far East University)
Publication Information
Journal of the Korea Convergence Society / v.10, no.12, 2019 , pp. 223-233 More about this Journal
Abstract
This study aimed to explore YouTube subscribers' uses and gratification through PLS path modeling. Especially, we identified the types of use motives grounded on ritualized (MR) and instrumental (MI) use motives; and then showed two motives have an effect on satisfaction directly and indirectly through mediating of flow. We employed PLS path modeling to analyze structural causalities among the constructs. We found all of the presented hypotheses are supported respectively. Two motives (MR and MI) had an effect on flow and satisfaction. Flow also had an effect on satisfactions. Namely, satisfaction was explained directly and indirectly, through mediated with flow, by MR and MI. Finally, we presented implications of findings and suggestion for future study.
Keywords
YouTube subscriber; Uses and gratifications; Motive for ritualized use; Motive for instrumental use; Flow; Satisfaction;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 P. Chwelos, I. Benbasat & A. S. Dexter. (2001). Research report: Empirical test of an EDI adoption model. Information Systems Research, 12(3), 304-321.   DOI
2 J. Livaditi, K. Vassilopoulou, C. Lougos & K. Chorianopoulos. (2003). Needs and gratifications for interactive TV application: Implications for designers. Paper presented at the The 36th Hawaii International Conference on System Sciences.
3 Wikipedia. (2019, April 30). YouTube. [Online]. https://en.wikipedia.org/wiki/YouTube
4 Youtube.com traffic. (2019). Demographics and Competitors. [Online]. www.alexa.com
5 J. K. Keum. (2018, September, 11). YouTube, the 1st of use time in all generation. MediaOneul(Media Today) [Online]. http://www.mediatoday.co.kr/?mod=news&act=articleView&idxno=144466
6 M. S. Kim. (2019, January 13). What's the top of the user's list of 'popular YouTubers and YouTube topics'? ZDNet Korea. [Online]. https://www.zdnet.co.kr/view/?no=20190111195413
7 A. M. Rubin. (1984). Ritualized and instrumental television viewing. Journal of Communication, 34(3), 67-77.   DOI
8 J. Joo & Y. Sang. (2013). Exploring Koreans' smartphone usage: An integrated model of the technology acceptance model and uses and gratifications theory. Computers in Human Behavior, 29, 2512-2518.   DOI
9 E. Katz, J. Blumler & M. Gurevich. (1974). Utilization of mass communication by the individual In E. Katz & J. G. Blumler (Eds.), The Uses of Mass Communications: Current Perspectives on Gratifications Research (pp. 19-32). Beverly Hills, CA: Sage.
10 N. Park. (2010). Adoption and use of computer-based over internet protocol phone service: Toward an integrated model. Journal of Communication, 60(1), 40-72.   DOI
11 N. Park, K. M. Lee & P. H. Cheong. (2007). University instructors' acceptance of electronic courseware: An application of the technology acceptance model. Journal of Computer-mediated Communication, 13(1).
12 A. M. Rubin & C. R. Bantz. (1987). Utility of videocassette recorders. In J. L. Salvaggio & J. Bryant (Eds.), Media use in the information age: Emerging patterns of adoption and consumer use (pp. 463-482). Hillsdale, NJ: Lawrence Erlbaum Associates.
13 A. A. Cohen, M. R. Levy & K. Golden. (1988). Children's uses and gratification of home VCRs: Evolution or Revolution, Communication Research, 15(6), 772-780.   DOI
14 L. Leung & R. Wei. (2000). More than just taik on the move: Uses and gratifications of the cellular phone. Jornalism and Mass Communication Quaterly, 77(2), 79-89.
15 C. R. Bantz. (1982). Exploring uses and gratifications: A comparizon of reported uses of television and reported uses of favorite program type. Communication Research, 9(3), 352-379.   DOI
16 C. A. Lin. (1999). Online-service adoption likelihood. Journal of Advertising Research, 39(2), 79-89.
17 A. J. Flanagin & M. J. Metzger. (2001). Internet use in the contemporary media environment. Human Communication Research, 27(1), 153-181.   DOI
18 L. Leung & R. Wei. (1998). The gratification of pager user: Sociability, information-seeking, entainment, utility, and fashion and staus. Telematics and Informatics, 15(4), 253-264.   DOI
19 K. Aoki & E. J. Downes. (2003). An analysis of young people's use of and attidues toward cell phones. Telematics and Informatics, 20(4), 349-364.   DOI
20 M. L. Gillenson & T. F. Stafford. (2004). Motivations for mobile devices: Uses and gratifications for m-commerce. Paper presented at the The 3rd Annual Workshop on HCI Research in MIS, Washington, DC.
21 J. Livaditi, K. Vassilopoulou, C. Lougos, & K. Chorianopoulos. (2003). Needs and gratifications for interactive TV implications for designers. Paper presented at the 36th Annual Hawaii International Conference on System Sciences, 2003. Proceedings of the.
22 A. M. Rubin. (1983). Television uses and gratifications: The interactions of viewing patterns and motivations. Journal of Broadcasting, 27(1), 37-51.   DOI
23 M. Csikszentmihalyi. (1997). Finding flow: The psychology of engagement with everyday life. New York: Basic Book.
24 S. Windahl. (1981). Uses and gratifications at the crossroads. In G. C. Whlhoit & H. deBock (Eds.), Mass Communication Review Yearbook (2, pp. 174-185). Beverly Hills, CA: Sage.
25 D. A. Ferguson & E. M. Perse. (2000). The World Wide Web as a functional alternative to television Journal of Broadcasting and Electronic Media, 44(2), 155-174.   DOI
26 J. L. Sherry. (2004). Flow and media enjoyment. Communication theory, 14(4), 328-347.   DOI
27 J. Nakamura & M. Csikszentmihalyi. (2014). The concept of flow Flow and the foundations of positive psychology (pp. 239-263): Springer.
28 R. de Charms. (1968). Personal causation. New York: Academic Press.
29 E. Deci. (1975). Intrinsic motivation. New York: Plenum.
30 R. White. (1959). Motivation reconsidered: The concept of competence. Psychological Review, 66, 197-333.   DOI
31 D. E. Berlyne. (1960). Conflict, arousal, and curiosity. New York: McGraw-Hill.
32 J. Hunt. (1965). Intrinsic motivation and its role in development Nebraska Symposium on Motivation, 12, 189-282.
33 M. Csikszentmihalyi. (1993). The evolving self: A psychology for the third millennium. New York: Harper Perennial.
34 S. Park. (2012). A Study of Smartphone Users' Flow Experience on Types of Use Motivation and Degree of Usage Korean Journal of Broadcasting & Telecommunications Research, 81, 97-126.
35 S. Kim & M. Seo. (2013). A Study on Antecedents of Flow, Flow, and Satisfaction in Marathoner Users The Journal of Internet Electronic Commerce Research, 13(4), 305-324.
36 J. Park & J. Song. (2010). College Students' Motivations for Playing Online Games and Experiential Satisfaction Korean Journal of Journalism and Communication Studies, 54(5), 131-154.
37 Y. Kim & S. Park. (2007). A Study on the Online Game Use Influences in Game Flow and Addiction: Focusing on the Uses and Gratifications Approach Korean Journal of Journalism and Communication Studies, 51(1), 355-377.
38 S. Lee & K. Lee. (2008). Study on the Factors Affecting the Online Game Users' Loyalty - the roles of Flow Experiences, Attitude, Satisfaction The e-Business Studies, 9(3), 84-108.
39 E. Park & J. Kim. (2006). The effect of involvement and identity in on-line community on community citizenship behavior. Journal of Cybercommunication, 19, 41-77.
40 H. Lee & J. Kim. (2010). The Effect of Online University Community Characteristics on Community Commitment and Reuse Intentions. The e-Business Studies, 11(4), 165-185.
41 R. Kim & E. Han. (2016). The Impacts of Use Motivation of Instagram Brand Account on Satisfaction and Continuous Use Intention : Focusing on the Mediating Effect of Flow Advertising Research, 111, 5-39.   DOI
42 K. Lee & D. Sung. (2018). Factors influencing on the flow and satisfaction of YouTube users. The Journal of the Korea Contents Association, 18(12), 660-675.   DOI
43 D. Choi & J. Kim. (2004). Why people continue to play online games: In search of critical design factors to increase customers loyalty to online contents. Cyberpsychology & Behavior, 7(1), 11-24.   DOI
44 B. Chun. (2008). Content Creation and Flow : Why They Click or Create UCCs The Journal of the Korea Contents Association, 8(12), 222-235.   DOI
45 O. Ban & J. Park. (2016). A Study on Structural Relationships of Internet Personal Broadcasting Continuous Use : TAM 2 Journal of Communication Science, 16(1), 59-95.   DOI
46 J. Joo. (2016). Exploring Korean Collegians' Smartphone Game Behavior: Focusing on Conciseness, Perceived Ease of Use, Perceived Enjoyment, Flow, and Intent to Use Journal of Digital Convergence, 4(1), 379-386.   DOI
47 M. Hajli. (2012). An integrated model for e-commerce adoption at the customer level with the impact of social commerce. International Journal of Information Science and Management, 16(Special Issue), 77-97.
48 D. Gefen & D. W. Straub. (2004). Consumer trust in B2C e-commerce and the importance of social presence: Experiments in e-Products and e-Services. Omega, 32(6), 407-424.   DOI
49 C. M. Ringle, S. Wende, & J.-M. Becker. (2015). SmartPLS 3. Retrieved from www.smartpls.com
50 W. W. Chin, A. Gopal & W. D. Salisbury. (1997). Advancing the theory of adaptive structuration: The development of a scale to measure faithfulness of appropriation. Information Systems Research, 8(4), 342-367.   DOI
51 D. Gefen, D. Straub & M.-C. Boudreau. (2000). Structural equation modeling and regression: Guidelines for research practice. Communications of the association for information systems, 4(1), Article 7.