YouTube acceptance by university educators and students: a cross-cultural perspective

Insung Jung · Yekyung Lee

73 citations0/0 files storedInnovations in Education and Teaching International

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Technology Adoption and User Behaviour Educational Technology in Learning Technology-Enhanced Education Studies

Abstract

Despite the huge popularity of YouTube, there has been little research into the factors affecting educational applications of this social medium. This study attempts to predict and compare factors influencing YouTube acceptance among university students and educators in two very different cultures, Japan and the USA, applying the Unified Theory of Acceptance and Use of Technology (UTAUT). Five hundred and sixty-nine students and 56 educators from Japanese and American universities were surveyed to assess the influence of UTAUT-related factors on YouTube acceptance in these two countries. The paper reports on the findings, proposes further studies and offers some suggestions for the use of YouTube in education.

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References

2003User Acceptance of Information Technology: Toward A Unified View1 2018Culture's Consequences 1992Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication 2005The role of moderating factors in user technology acceptance 2010An international comparison of technology adoption 1994The Effect of Culture on IT Diffusion: E-Mail and FAX in Japan and the U.S.2005Examining user acceptance of computer technology: an empirical study of student teachers 2005What campus‐based students think about the quality and benefits of e‐learning

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