Predicting and Explaining the Acceptance of Social Video Platforms for Learning: The Case of Brazilian YouTube Users

Patricio Ramírez-Correa, Ari Mariano-Melo and Jorge Alfaro-Pérez
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Ari Mariano-Melo: Department of Production Engineering, Universidade de Brasília, Campus Darcy Ribeiro Asa Norte, Brasília 04457, Brazil
Jorge Alfaro-Pérez: School of Engineering, Universidad Católica del Norte, Larrondo, Coquimbo 1780000, Chile

Sustainability, 2019, vol. 11, issue 24, 1-11

Abstract: This study aims to predict and explain the acceptance of social video platforms for learning. A research model is proposed that explains that the intention of using these platforms is based on the perception of performance, social influence, and hedonic motivation. To validate the model, 568 Brazilian YouTube users were surveyed. The data were analyzed with partial least squares structural equations modeling (PLS-SEM). In particular, the predictive power of the model was assessed using the PLSpredict procedure. The results of this study can help to understand and forecast the use of these platforms for learning in developing countries.

Keywords: e-learning; social video platform; PLSpredict; Brazil (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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