Article Review

Several websites that allow video sharing, including YouTube, Vimeo, and Break, showcase videos created by users with the aim of drawing in more viewers and generating profits. As a result, it is essential for users to continue utilizing the site and sharing videos to ensure the satisfaction of other users and the success of the video service provider's business. This paper aims to enhance our comprehension of the factors that inspire internet users to share videos and spend more time on video sharing websites.

A research model that takes into account the Uses and Gratification Theory as well as the Social Cognitive Theory and includes essential factors that contribute to website retention is suggested by the authors. To gather data, an online survey tool was developed, and 265 questionnaires were employed to examine the correlations within the model.

The investigation furnishes an all-encompassing structure outlining the factors that precede and result in the motivation to persist and engage in sharing activities on video sharing websites. The objective of this paper is to enhance comprehension of the factors that drive internet users to share videos and spend more time on video sharing websites.

By utilizing SmartPLS 2.0, the causal model underwent validation, and it was found that 14 out of 18 study hypotheses were backed by evidence. The outcomes demonstrated that the persistence of motivation and sharing of content were significant precursors of YouTube engagement, and played a role in influencing the impact of individual needs, personal factors, and environmental factors.

This research aimed to examine the key factors that impact individual’s intention to share videos on YouTube. UGT postulates that media usage is driven by needs and objectives, whereas SCT hypothesizes that behaviors are shaped by an individual's capacity, self-efficacy, and surroundings. The study found that needs, personal factors, and environmental factors significantly influence sharing behavior, and the interrelations among these variables are supported by UGT and SCT. The findings suggest that needs affect continuous usage and sharing behavior concurrently, and personal and environmental factors exert a stronger impact on sharing behavior than need-related factors. The proposed model enhances our understanding of the factors affecting sharing behavior and website engagement by identifying the pivotal role played by needs, personal factors, and environmental factors.

The Social Cognitive Theory (SCT) is relevant in this article as it proposes that human behavior is influenced by three factors: personal, behavioral, and environmental. The authors apply this theory to explain why users share videos and spend more time on YouTube. According to the SCT, individuals are motivated by their needs and desires, and their behavior is influenced by the environment and the social norms that surround them. The authors argue that YouTube's stickiness is determined by the interplay of personal, behavioral, and environmental factors.

For example, personal factors such as the user's motivation, need for entertainment, and desire for social interaction all contribute to their decision to share videos and spend more time on the website. Behavioral factors such as the ease of use, accessibility, and perceived usefulness of the site also play a role. Environmental factors such as the influence of social networks, cultural values, and technological advancements are also important determinants of YouTube's stickiness. Overall, the Social Cognitive Theory provides a useful framework for understanding the factors that influence the stickiness of YouTube, and how these factors can be leveraged to enhance user engagement and satisfaction.

In the traditional media era, the SCT suggests that personal factors such as motives, needs, and attitudes can influence media consumption habits. For example, someone who is motivated by the desire for information may prefer to read the newspaper, while someone who is motivated by the desire for entertainment may prefer to watch television. Behavioral factors such as accessibility, ease of use, and perceived usefulness of the media platform can also influence user behavior in traditional media. Environmental factors such as cultural values, social norms, and technological advancements also play a role in shaping media consumption habits.

In the digital media era, the SCT remains relevant in understanding user behavior. Personal factors such as motivations, needs, and attitudes still influence social media use. For example, someone who is motivated by the desire for social interaction may spend more time on social media platforms. Behavioral factors such as ease of use, accessibility, and perceived usefulness of social media platforms continue to shape user behavior. For example, social media platforms that are user-friendly and offer valuable content tend to attract and retain users. Environmental factors such as cultural values, social norms, and technological advancements also influence user behavior in digital media. For example, the rise of mobile devices and social media has created new cultural values and social norms, such as the importance of being constantly connected and the pressure to present a positive image on social media.

Overall, the SCT provides a framework for understanding the factors that influence user behavior in both traditional and digital media. By understanding these factors, media outlets and social media platforms can develop strategies to increase user engagement and retention.Top of Form

YouTube stickiness is a complex phenomenon influenced by users' inherent needs, personal characteristics, and environmental factors. By understanding these factors, platform designers and marketers can create strategies and features that enhance user engagement and retention, ultimately increasing YouTube stickiness.