Russian Journal of Agricultural and Socio-Economic Sciences (May 2019)
MEASUREMENT MODEL OF BEHAVIORAL INTENTION TO SUBSCRIBE YOUTUBE CHANNEL CONTENT USING UTAUT 2 MODEL
Abstract
This study research about measurement model of behavioral intention to subscribe YouTube Channel content named Kidz with SEM-PLS. Kidz is a Youtube Channel content that share videos for kids. The samples of this research were Kidz users aged 7-12 through online form. There are 11 latent variables and 72 manifest variables. Latent variable of this study are performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, habit, e-lifestyle, promotion, behavioral intention to use, usage behavior, and behavioral intention to subscribe. The result shows about the recommendation contribution of manifest variable to latent variable.
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