Why dropping intention of attention to YouTuber channels?
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 30 November 2023
Abstract
Purpose
Social participation and user-generated contents have engendered an era when “any receiver can be a provider.” Although studies have emphasized on increasing the number of subscribers conducive to platform success, the issue regarding why viewers drop their registered YouTuber channels has been less addressed. This article aims to present and empirically test a causal model to account for the pattern of discontinuous intention of attention to YouTuber channels.
Design/methodology/approach
Inspired by the expectation–disconfirmation theory, the study proposes and examines a research model by using an empirical quantitative approach. The proposed model considers channel and YouTuber facets, as well as potential moderation effects of viewing seniority.
Findings
Analysis of a sample of 406 questionnaires revealed that ads interference is not a significant reason for discontinuation of viewing a channel, in contrast to insufficient playfulness and inconsistency. Regarding YouTubers’ features, both interaction inadequacy and negative self-disclosure are significant determinants of perceived dissatisfaction and discontinuation of viewing. The effects of determinants of discontinuity depend on viewers' seniorities, except for negative self-disclosure.
Originality/value
While existing studies have focused mainly on revealing the determinants associated with the behavioral intention of viewing YouTuber channels to increase self-media performance, this research contributes insights into the literature investigating why existing viewers stop following a certain YouTuber channel. From a psychological perspective, this study demonstrates the value of modeling discontinuous behaviors toward YouTuber channels in the domain of social marketing.
Keywords
Acknowledgements
The authors would like to express appreciations to Ministry of Science and Technology, Taiwan for the partially financial support under the Grand MOST 107-2410-H-390 -009 -MY2.
Citation
Wu, C., Kao, S.-C. and Chen, J.-C. (2023), "Why dropping intention of attention to YouTuber channels?", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-12-2022-0987
Publisher
:Emerald Publishing Limited
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