Usage of video sharing websites: Drivers and barriers

Using a technology acceptance model (TAM) and uses and gratification theory (U&G) as primary theories, this exploratory study investigates what factors promote or hinder the use of video sharing websites. Theoretically, this study attempts to examine the integration of TAM and U&G with other perceptions of video sharing sites and consumer characteristics. Practically, the investigation provides video sharing websites with insights into the appeal of their sites to audiences. In addition, this study may help offline video media counter the threats from the drastic growth of video sharing websites. The findings concludes that those males who use the Internet for emotional pleasure and excitement, perceive video sharing websites to have greater usefulness, ease of use, substitutability, and content variety are more frequently using video sharing websites. With respect to service evaluation factors, content variety appears to mitigate the negative effects of content quality, loading speed, screen size, display resolution, and audio quality on video sharing websites.

• Investigates what factors promote or hinder the use of video sharing websites.
• Theoretically, examines the integration of TAM and U&G.
• Experiential motive for Internet use increases use of video sharing sites.
• Utilitarian motive for Internet use lessens use of video sharing sites.
• Substitutability, content variety, and gender predict use of video sharing sites.