Influences of U&G Motivations on YouTube Users’ Active Engagement with Telepresence as Mediator
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Abstract
This research paper aimed to test the structural equation model of YouTube users’ motivations—from the Uses and Gratifications (U&G) theory—as predictors of active YouTube engagement and telepresence as mediators. This paper was quantitative research, using Web Survey to collect data from 400 samples who followed related videogame content on the selected YouTube channels. Using the Structural Equation Modeling technique to test its hypotheses, this paper found that U&G motivations directly determined telepresence and active engagements while telepresence did not statistically contribute directly toward active YouTube engagement. However, telepresence turned out to be a mediator fully and significantly enabling U&G motivation to influence indirectly toward active YouTuber engagements. The findings of this paper contributed significantly to the social media competitive landscape by helping YouTubers to understand how to broadcast the right content to generate telepresence—the virtual environments—enabling efficient and effective active engagements among their followers.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
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