| Summary: | 碩士 === 國立成功大學 === 工業與資訊管理學系碩博士班 === 97 === As for blog and photo sharing, online video sharing websites are the most popular web services of Web2.0. According to Hitwise(2008), investigate on the top five rank of positions for the video sharing websites in the United Stares in 2008, YouTube visiting is ranked number one. Hence In this study, user behavioral intention of using video sharing website is worth investigated on YouTube.
A revised Technology Acceptance Model which includes external variables of Perceived Playfulness, Website Perceived Quality, Network Externalities is proposed. On Structural Equation Modeling analysis is applied to evaluate the effect of user’s behavioral intention on video sharing websites. As a resulte, a total of 302 valid responses were gathered for analyses. This study conclude that : Website Perceived Quality is strongly significant related to Perceived Ease of Use, but not significant to Perceived Usefulness. Network Externalities is significant related to Perceived Ease of Use and Perceived Usefulness. The study indicates that more use the video sharing website the more easy to learning how to use the website and more usefulness the website. Attitude is the most important factor to mainly influencing to user decision behavioral intention to share video. This research model’s explains that using video sharing website is acceptable. Final, provides management strategy about video sharing websites operating policy in marketing.
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