TY - JOUR
T1 - Factors influencing intention to forward short Internet videos
AU - Huang, Jinsong
AU - Chen, Rong
AU - Wang, Xia
PY - 2012
Y1 - 2012
N2 - Interpersonal short video forwarding is currently one of the most popular activities of Internet users. One of the key factors that affects this online interpersonal behavior is forwarding intention. In this study, a quality perception → benefit expectation → intention model was proposed to explain the formation of video forwarding intention. To test the model data were collected from 210 undergraduate students. The results showed that perceptions of the quality of the content and empathy affect 3 benefit expectations of control, inclusion, and affection. In addition, control, inclusion, and affection affect forwarding intention.
AB - Interpersonal short video forwarding is currently one of the most popular activities of Internet users. One of the key factors that affects this online interpersonal behavior is forwarding intention. In this study, a quality perception → benefit expectation → intention model was proposed to explain the formation of video forwarding intention. To test the model data were collected from 210 undergraduate students. The results showed that perceptions of the quality of the content and empathy affect 3 benefit expectations of control, inclusion, and affection. In addition, control, inclusion, and affection affect forwarding intention.
KW - Benefit expectation
KW - Forwarding intention
KW - Quality perception
KW - Short Internet video
UR - https://www.scopus.com/pages/publications/84930484687
U2 - 10.2224/sbp.2012.40.1.5
DO - 10.2224/sbp.2012.40.1.5
M3 - 文章
AN - SCOPUS:84930484687
SN - 0301-2212
VL - 40
SP - 5
EP - 14
JO - Social Behavior and Personality
JF - Social Behavior and Personality
IS - 1
ER -