Direction for Future Research

The purpose of this section is to briefly outline a series of topic for future

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research. The first is the determinant of intention to use YouTube. Additional of other factors such as perceived benefit and system quality is appropriate to the present model. As it is stated in previous sub-chapter, YouTube has started to give reward to the users; we can add this as one of the determinants. Besides, we can examine how external variable such as system quality including how long a video is uploaded, how the website organized the account of users, will influence beliefs of users. Second, in the future research we can survey respondents from different countries and bring out cross-cultural comparisons.

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