This study examined the factors that are associated with people's intention to upload video content online within the framework of the theory of planned behavior (TPB). Using data from a survey of college students (N = 241), structural equation modeling analyses revealed that individual descriptive norm is associated with the intention to upload video content online. In addition, ego-involvement played an essential role in accounting for both attitude toward the uploading behavior and the intention to upload. These findings suggest that integration of the constructs of the TPB, social norms, and ego-involvement can be a fruitful theoretical endeavor for understanding people's intention to upload video content online. The theoretical implications and limitations were discussed.
Bibliographical noteFunding Information:
This research was supported by the WCU (World Class University) program funded by the National Research Foundation, South Korea (Grant No. R31-2008-000-10062-0).
All Science Journal Classification (ASJC) codes
- Arts and Humanities (miscellaneous)
- Human-Computer Interaction