The Usage Behaviors, Motivations and Gratifications of Using User-Generated Media: The Case Study of Taiwan’s YouTube
Read full paper at: http://www.scirp.org/journal/PaperInformation.aspx?PaperID=52675#.VKC5acCAM4 Author(s) Tai-Li Wang Affiliation(s) The Graduate Institute of Journalism, National Taiwan University, Taiwan . 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...