Research Findings and Conclusion

Throughout this study we attempted to build a model that explains the factors influencing users’ intention in choosing YouTube to share videos. Based on previous studies, we examined Technology Acceptance Model and social influence theory that are fundamental for video streaming application acceptance. We concluded our study on the basis of the research purpose as explained in the first chapter.

Research purpose 1. To examine factors from Technology Acceptance Model that are influencing user’s intention in using YouTube to share videos

1. Attitude

As it has been explained in the previous chapter, attitude is one of those factors influencing users’ intention to use. We can see in Figure 5 that path coefficient from attitude to intention to use YouTube to share videos is positive and significant. Furthermore, attitude is the greatest effect on intention to use.

This means the more users have positive feeling about YouTube, the more the users intend to choose YouTube to share videos.

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2. Perceived usefulness

Figure 5 shows us, path coefficient from perceived usefulness to intention is not significant. Perceived usefulness had no effect on the intention to use, but it directly affected attitude. It was purposed to be one of the factors influencing users’ intention to use YouTube to share videos. People usually want to use a system or technology if they found it is useful. However our results revealed that perceived usefulness did not affect users’ intention. One possible explanation is that users of YouTube share videos because they want to kill time, to fill up their leisure time, and it is only a form of pursuing their interest. This result is inline with previous studies (C. L. Hsu & Lin, 2008; Moon & Kim, 2001), which argued that perceived usefulness played a critical role only in work-related environments.

3. Perceived ease-of-use

As we can see in Figure 5, path coefficient from perceived ease-of-use to attitude is positive and significant. Perceived ease-of-use has the most significant effect on attitude. We can conclude that the easier or the simpler the way to use YouTube to share videos is, the more positive the users feel about YouTube.

Indeed, an easy-to-use interface could influence people’s preference while difficulties can create user resistance.

Research purpose 2. To examine factors from social influence that is influencing user’s intention in choosing YouTube to share videos

1. Perceived network externalities

Figure 5 showed path coefficient from perceived network externalities to

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intention to use is positive and significant. Users perceived that network externality is an important determinant of intention to use YouTube to share videos. This represents the more people use YouTube to share videos, the more users intend to choose YouTube to share videos. Users are likely to select a technology or system that the majority of them already favor, because the increase in the number of users gives a higher utility (Katz & Shapiro, 1985, 1994).

2. Interpersonal norm

Figure 5 shows path coefficient from interpersonal norm to intention to use is positive and significant. Our findings suggest that users’ intention to use YouTube to share videos can be shaped by the prior experience of early adopters.

This implies the more familiar people of users suggest them to use YouTube to share videos, the more the users intend to choose YouTube to share videos.

3. Social norm

We can also see in Figure 5, path coefficient from social norm to intention to use is positive and significant. This finding was in line with some theories such as TRA and TPB. The users are concerned about what mass media and experts reported about YouTube. Positive reports and publications from mass media and expert about YouTube will bring stronger intention of users in using YouTube to share videos.

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Research purpose 3. To examine factors from TAM and social influence affecting user’s intention in choosing YouTube to share video based on gender comparison

1. Attitude

Table 17 provides the path coefficient result of two different groups of users:

male and female users. The result showed no matter what the user’s gender is, attitude relates positively with intention to use. This indicates the more users feel have positive feeling about YouTube, the more the users intend to choose YouTube to share videos.

2. Perceived usefulness

As we can see in table 17, path coefficient from perceived usefulness to intention are not significant for these two groups, similar with result of whole data analysis. This indicates usefulness is not an important determinant of users’

intention on using YouTube to share videos. On the other hand, path coefficient from perceived usefulness to attitude has different result between these two groups. In male group, the path is not significant. Unlike in the male group, the path is positive and significant in female group. So the more useful YouTube to users is, the more positive female users will feel about YouTube.

3. Perceived ease-of-use

In both male and female group, the path coefficient from perceived ease-of-use to attitude is positive and significant. This implies the easier or the simpler the way to use YouTube to share videos is, the more positive male and female users feel about YouTube.

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4. Perceived network externalities

Based on the result in table 17, path coefficient from perceived network externalities is positive and significant for male users but not significant for female users. This result implies the more people use YouTube to share videos, the more male users intend to choose YouTube to share videos. But unlike the male users, influences from familiar people to use YouTube to share videos do not affect female users’ intention to use YouTube to share videos.

5. Interpersonal norm

Similar with perceived network externalities, path coefficient from interpersonal norm is positive and significant for male users but is not significant for female users. This result implies the more familiar people of male users suggest them to use YouTube to share videos, the more male users intend to choose YouTube to share videos. But for female users, more familiar people of female users suggest them to use YouTube to share videos does not influence female users’ intention to use YouTube to share videos.

6. Social norm

Result of social norm is contradictory from other social influence factors.

Path coefficient from social norm is positive and significant for female users but is not significant for male users. This implies the more the mass media and experts publish positive judgments about YouTube, the more female users intend to choose YouTube to share videos. But for male users, good words from mass media and experts do not influence male users’ intention to use YouTube to share videos.

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