1 Thiagarajar School of Management , Madurai, India.
2 Psychology Department, International Gaming Research Unit, Nottingham Trent University , Nottingham, UK.
J Behav Addict. 2017 Sep 1;6(3):364-377. doi: 10.1556/2006.6.2017.058. Epub 2017 Sep 15.
Background YouTube, the online video creation and sharing site, supports both video content viewing and content creation activities. For a minority of people, the time spent engaging with YouTube can be excessive and potentially problematic. Method This study analyzed the relationship between content viewing, content creation, and YouTube addiction in a survey of 410 Indian-student YouTube users. It also examined the influence of content, social, technology, and process gratifications on user inclination toward YouTube content viewing and content creation. Results The results demonstrated that content creation in YouTube had a closer relationship with YouTube addiction than content viewing. Furthermore, social gratification was found to have a significant influence on both types of YouTube activities, whereas technology gratification did not significantly influence them. Among all perceived gratifications, content gratification had the highest relationship coefficient value with YouTube content creation inclination. The model fit and variance extracted by the endogenous constructs were good, which further validated the results of the analysis. Conclusion The study facilitates new ways to explore user gratification in using YouTube and how the channel responds to it.
背景
YouTube 是一个在线视频创作和分享网站，支持视频内容观看和内容创作活动。对于少数人来说，他们在 YouTube 上花费的时间可能过多，并且存在潜在的问题。
方法
本研究通过对 410 名印度学生 YouTube 用户的调查，分析了内容观看、内容创作和 YouTube 成瘾之间的关系。它还研究了内容、社交、技术和过程满足感对用户对 YouTube 内容观看和内容创作的倾向的影响。
结果
结果表明，与内容观看相比，YouTube 上的内容创作与 YouTube 成瘾的关系更为密切。此外，社交满足感对这两种类型的 YouTube 活动都有显著影响，而技术满足感对它们没有显著影响。在所有感知满足感中，内容满足感与 YouTube 内容创作倾向的关系系数值最高。内源性结构所提取的模型拟合度和方差都很好，进一步验证了分析结果。
结论
本研究为探索用户在使用 YouTube 时的满足感以及该频道对满足感的响应提供了新的方法。
