Title: Factors that affect students' intention and use of technology: an assessment of UTAUT2 in the context of YouTube video forwarding behaviour

Authors: Suresh Acharya; P. Ganesan

Addresses: VIT Business School, Vellore Institute of Technology, Tamil Nadu, India ' VIT Business School, Vellore Institute of Technology, Tamil Nadu, India

Abstract: This study aims to understand the students' behaviour on forwarding content through YouTube by applying UTAUT2 model. Though forwarding content to other users in a network exhibits an implicit consent and adds credibility to the message, the factors that affect a user's decision to accept YouTube and forward the content have received limited consideration. The study reveals that YouTube is largely perceived as a technology for consumption of content that influenced by automaticity, ease of use and hedonic factors. The finding suggest that developers must reduce the buffer time and facilitate easy download, must target informative content rather than entertaining and provide an interface of friends list for quick forwards. The system designers must look into the ease of navigating between other SNS's friends list that must appear on the user's login accounts which will be compelling for the user to browse and share quality informative content.

Keywords: technology acceptance; UTAUT2; YouTube; marketer generated content; MGC; user generated content; UGC; forwarding frequency; PLS-SEM; use behaviour; SNS friends; behavioural intention.

DOI: 10.1504/IJBEM.2019.105231

International Journal of Business and Emerging Markets, 2019 Vol.11 No.4, pp.348 - 367

Received: 26 Dec 2018
Accepted: 10 May 2019
Published online: 22 Feb 2020 *

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