Hypothesis

Β coefficient

Remark

Hypothesis 1. Higher motivations of to use video-sharing websites will lead to higher levels of users’ involvement with video website usage.

Partially Supported

Hypothesis 1-1. The higher motivations to browse video-sharing websites, the lower level of involvement with video website usage.

Not Supported

(1) The higher “Seeking Information” motivation to browse video-sharing websites, the lower level of involvement with video website usage.

.01

(2) The higher “Entertainment” motivation to browse video-sharing websites, the lower level of involvement with video website usage.

0

Hypothesis 1-2. The higher motivations for commenting on video-sharing websites, the higher level of involvement with video website usage.

Supported

(1) The higher “Internet Interaction” motivation of commenting video-sharing websites, the higher level of involvement with video website usage.

.14^***

(2) The higher the “Recommendation” motivation for commenting on video-sharing websites, the higher level of involvement with video website usage.

.28^***

Hypothesis 1-3. The higher motivations of producing works on video sharing websites, the higher level of users’ involvement with video website usage.

Partially Supported

(1) The higher “Recording & Sharing” motivation for producing on video-sharing websites, the higher level of involvement with video website usage.

.68^***

(2) The higher “Self-Expression” motivation for producing on video-sharing websites, the higher level of involvement with video website usage.

−.04

Hypothesis 2. Innovation-orientation will be positively related to users’ levels of involvement with video-sharing website usage.

Partially Supported

Hypothesis 2-1. The higher users’ innovation orientations, the higher levels of involvement with video website usage.

Not Supported

(1) “Popularity & Fun” will be positively related to levels of usage involvement with video-sharing websites.

−.03^***

(2) “Adventure & Excitement” will be positively related to levels of usage involvement with video-sharing websites.

−.02^**

(3) “Convenience & Advantage” will be positively related to levels of usage involvement with video-sharing websites.

−.02^**

Hypothesis 2-2. The earlier users adopt video-sharing websites, the higher levels of their usage involvement.

.15^***

Supported

Hypothesis 3. Reputation Management will affect users’ levels of involvement with video-sharing website usage.

Supported

Hypothesis 3-1. The more important video-sharing websites’ users value the sites’ performances, the lower levels of the usage involvement.

−.02^*

Supported

Hypothesis 3-2. The more important video-sharing websites’ users value the reputation management, the higher levels of the usage involvement.

.16^***

Supported

Hypothesis 4. Gender will affect users’ levels of involvement of video-sharing website usage: Male users will have higher levels of involvement than female users.

0

Not Supported

Hypothesis 5. The higher levels of users’ involvement with video-sharing websites’ usage, the higher level of gratifications users will acquire from their experience using video-sharing websites.

Supported

(1) The higher levels of usage involvement, the higher levels of “Social Needs” gratifications will be acquired from using video-sharing websites.

.29^***

(2) The higher levels of usage involvement, the higher levels of “Leisure & Entertainment” gratifications will be acquired from using video-sharing websites.

.10^**