• Journal of the Korea Convergence Society
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• v.10 no.12
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• pp.223-233
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• 2019

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.