Social Sharing of Online Videos: Examining American Consumers’ Video Sharing Attitudes, Intent, and Behavior

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Interactive Paper Session: Mass Communication Interactive Poster Session

Abstract

Two online surveys of 318 American college students and 370 general consumers were conducted in April, 2012 to examine American consumers’ online video sharing attitudes, intent and behavior. Results show that college students’ online video sharing attitudes was predicted by their perceived pleasure, expressiveness, risks, control and senders’ involvement while their intent was predicted by perceived pleasure, normative influences, online video watching and the number of Facebook friends. The number of online videos they shared was determined by perceived pleasure, normative influences, attitudes, intent, online video watching, and SNS use. Perceived pleasure, risks, and senders’ involvement served as very important predictors of general consumers’ online video sharing attitudes. Their perceived pleasure, normative influences, attitudes, image outcome expectations, and SNS use significantly predicted their online video sharing intent. The number of online videos shared was determined by income, occupation, risks, normative influences, intent, online video watching, and SNS use.

Authors

• Hongwei Yang, Appalachian State Uiversity

• Yingqi Wang, Virginia Polytechnic Institute and State U