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http://dx.doi.org/10.15207/JKCS.2020.11.10.197

Exploration on factors to affect continuance intention of collegian subscribing YouTube: Focused on Post-adoption Model  

Joo, Jihyuk (Dept. of Journalism & Communication, Far East University)
Publication Information
Journal of the Korea Convergence Society / v.11, no.10, 2020 , pp. 197-205 More about this Journal
Abstract
The present study analyzed the effector that has an influence on continuance intention to use YouTube that is a prime platform to distribute visual contents. Whether the dispersion of information communication technology succeeds or not is determined by a more extent which user uses active and continued than adopts fast. From this point of view, we employed partial least square(PLS) path modeling to analyze structural causality among constructs in the post-adoption model(PAM). As a result, all paths given in PAM except for the path 'confirmation-satisfaction' were validated. Especially, confirmation mediated with satisfaction than perceived usefulness has a more effect on continuance intention. Finally, we described the limitation of the present study and the suggestion for future research.
Keywords
YouTube channel subscriber; Post-adoption model; Confirmation; Perceived usefulness; Satisfaction; Continuance intention;
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Times Cited By KSCI : 6  (Citation Analysis)
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