Intention to upload video content on the internet: The role of social norms and ego-involvement

Authors:
Namkee Park;Younbo Jung;Kwan Min Lee
Affiliations:
Gaylord College of Journalism and Mass Communication, University of Oklahoma, 395 West Lindsey Street, Norman, OK 73019, USA;Wee Kim Wee School of Communication and Information, Nanyang Technological University, 31 Nanyang Link, Singapore 637718, Singapore;Annenberg School for Communication and Journalism, University of Southern California, 3502 Watt Way, Los Angeles, CA 90089, USA and Department of Interaction Science, Sungkyunkwan University, Seou ...
Venue:
Computers in Human Behavior
Year:
2011

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Abstract

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.