The Usage Behaviors, Motivations and Gratifications of Using User-Generated Media: The Case Study of Taiwan’s YouTube

Abstract

Video sharing websites have become an indispensable online service to Internet users. We aim to investigate the relationships between motivations of using video-sharing websites, online reputation management, innovation orientation, and video-sharing website usage behaviors, and how these factors affect gratification obtained from video-sharing website usage. This study employs focus group interviews and online questionnaire surveys. The research findings reveal that the higher the interpersonal media related motivations, such as participating or sharing, the higher the level of involvement of video-sharing website usage behaviors is. However, the mass media related motivations, such as browsing or consuming, are irrelevant to the level of usage involvement. The earlier users adopt video-sharing websites, the higher level of usage involvement is. The more value video-sharing websites' users put for video sites' performance perception, the lower level of usage involvement is; on the contrary, the more value video-sharing websites' users put for impression management, the higher level of usage involvement is. Taken as a whole, the higher level of usage involvement, the higher level of gratifications acquired from using usergenerated video-sharing websites is. This paper establishes a comprehensive behavior model of video-sharing websites, which is helpful both for online media research and business practice. It is worthy of noting that the findings are based on survey data from a single country, and may impact this paper's external validity.

Watch, Share or Create: The Influence of Personality Traits and User Motivation on TikTok Mobile Video Usage

“…Besides, we echo past research (e.g: [72] [73] [23] ) that claim media use in the context of UGM is different from traditional media use and even Internet use in general because UGM involves content creation and audience participation. This study, thus, is different from past research within U&G domain as these studies usually focus on a single outcome such as active media exposure [60]) and content creation [32]) as measures of media use.…”

“…Swanson [31] claimed that individuals are motivated by psychological, social and sociocultural influences to use mass media to accomplish some ends conceived as "gratifications". Much contemporary research concerning audience needs for media use have focused on individuals' motivations to meet their needs [23] and most often these studies compared the use of different media types according to different forms of motivations [32]. There are also studies that investigate the effects of users' motivation on media use in relation to other influential factors such as medium characteristics [22] and users' attributes [7] particularly for determining its unique contribution to media use.…”

Satisfaction of mahasantri in accessing Instagram

“…Social media Instagram competes with other social media to meet the needs of its audience, as the assumption of use and gratification theory states that active audiences choose media based on goals, and media compete for satisfaction purposes (Littlejohn & Foss, 2014). This is in line with the results of Tai-Li Wang, who says that the higher the level of involvement of a person in using the media, the higher the level of satisfaction obtained (Wang, 2014).…”

Exploring adolescents’ motives for food media consumption using the theory of uses and gratifications

“…Existing research on the use of television (McQuail, Blumler, and Brown, 1972), the internet (Stafford, Stafford, and Schkade, 2004) and social networking sites (Joinson, 2008;Quan-Haase and Young, 2010;Sundar and Limperos, 2013) has shown that audience motivations explain media use. In addition, applications of the uses and gratifications approach in the context of adolescents' media use have also shown that motives predict engagement with social networking sites (Phua, Jin, and Kim, 2017), reality television (Papacharissi and Mendelson, 2007), and YouTube (Wang, 2014). We seek to explore whether motives explain food media consumption among adolescents.…”