EXPLAINING CHILDREN ON YOUTUBE: THE CASE OF INDONESIAN SUBSCRIBER BEHAVIORAL INTENTION ON KIDZ YOUTUBE CHANNEL
Understanding children's behavior and intentions to subscribe to YouTube channels are important for production companies and parents. This study analyzed factors influencing children’s behavioral intention to subscribe to YouTube channels using UTAUT 2 model and SEM-PLS analysis. The samples w...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | Indonesian |
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Institut Pertanian Bogor
2023-05-01
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| Series: | Jurnal Ilmu Keluarga dan Konsumen |
| Subjects: | |
| Online Access: | https://jurnal.ipb.ac.id/index.php/jikk/article/view/42879 |
| _version_ | 1797668007870201856 |
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| author | Megawati Simanjuntak Marietta Krisnaya Nandika Putri Lilik Noor Yuliati Istiqlaliyah Muflikhati Retnaningsih Retnaningsih Irni Rahmayani Johan |
| author_facet | Megawati Simanjuntak Marietta Krisnaya Nandika Putri Lilik Noor Yuliati Istiqlaliyah Muflikhati Retnaningsih Retnaningsih Irni Rahmayani Johan |
| author_sort | Megawati Simanjuntak |
| collection | DOAJ |
| description |
Understanding children's behavior and intentions to subscribe to YouTube channels are important for production companies and parents. This study analyzed factors influencing children’s behavioral intention to subscribe to YouTube channels using UTAUT 2 model and SEM-PLS analysis. The samples were 100 kids aged 7 to 12 who live in the Greater Jakarta area. Data were collected through an online questionnaire. The results showed that habit and social influence significantly influenced children’s behavioral intention to use Kidz YouTube Channel. Children’s behavioral intention to use Kidz YouTube Channel significantly influenced children’s usage behavior. Moreover, children’s usage behavior significantly influenced their intention to subscribe to Kidz's YouTube Channel. The study indicated that children’s decision to subscribe to YouTube channels was simple and relied on their habits and social influence. Therefore, parents need to supervise children’s activities on YouTube. Meanwhile, the content creator company could optimize a routine schedule for uploading a new video based on selected themes and also needs to increase parents’ awareness of the safety of their program.
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| first_indexed | 2024-03-11T20:22:47Z |
| format | Article |
| id | doaj.art-e4b9f67c12984692bbc048ef5b73bcd5 |
| institution | Directory Open Access Journal |
| issn | 1907-6037 2502-3594 |
| language | Indonesian |
| last_indexed | 2024-03-11T20:22:47Z |
| publishDate | 2023-05-01 |
| publisher | Institut Pertanian Bogor |
| record_format | Article |
| series | Jurnal Ilmu Keluarga dan Konsumen |
| spelling | doaj.art-e4b9f67c12984692bbc048ef5b73bcd52023-10-03T01:43:32ZindInstitut Pertanian BogorJurnal Ilmu Keluarga dan Konsumen1907-60372502-35942023-05-0116210.24156/jikk.2023.16.2.188EXPLAINING CHILDREN ON YOUTUBE: THE CASE OF INDONESIAN SUBSCRIBER BEHAVIORAL INTENTION ON KIDZ YOUTUBE CHANNEL Megawati Simanjuntak0Marietta Krisnaya Nandika Putri1Lilik Noor Yuliati2Istiqlaliyah Muflikhati3Retnaningsih Retnaningsih4Irni Rahmayani Johan5IPB UniversityIPB UniversityIPB UniversityIPB UniversityIPB UniversityIPB University Understanding children's behavior and intentions to subscribe to YouTube channels are important for production companies and parents. This study analyzed factors influencing children’s behavioral intention to subscribe to YouTube channels using UTAUT 2 model and SEM-PLS analysis. The samples were 100 kids aged 7 to 12 who live in the Greater Jakarta area. Data were collected through an online questionnaire. The results showed that habit and social influence significantly influenced children’s behavioral intention to use Kidz YouTube Channel. Children’s behavioral intention to use Kidz YouTube Channel significantly influenced children’s usage behavior. Moreover, children’s usage behavior significantly influenced their intention to subscribe to Kidz's YouTube Channel. The study indicated that children’s decision to subscribe to YouTube channels was simple and relied on their habits and social influence. Therefore, parents need to supervise children’s activities on YouTube. Meanwhile, the content creator company could optimize a routine schedule for uploading a new video based on selected themes and also needs to increase parents’ awareness of the safety of their program. https://jurnal.ipb.ac.id/index.php/jikk/article/view/42879behavioral intention to use, usage behavior, UTAUT 2, subscribe, YouTube channel content |
| spellingShingle | Megawati Simanjuntak Marietta Krisnaya Nandika Putri Lilik Noor Yuliati Istiqlaliyah Muflikhati Retnaningsih Retnaningsih Irni Rahmayani Johan EXPLAINING CHILDREN ON YOUTUBE: THE CASE OF INDONESIAN SUBSCRIBER BEHAVIORAL INTENTION ON KIDZ YOUTUBE CHANNEL Jurnal Ilmu Keluarga dan Konsumen behavioral intention to use, usage behavior, UTAUT 2, subscribe, YouTube channel content |
| title | EXPLAINING CHILDREN ON YOUTUBE: THE CASE OF INDONESIAN SUBSCRIBER BEHAVIORAL INTENTION ON KIDZ YOUTUBE CHANNEL |
| title_full | EXPLAINING CHILDREN ON YOUTUBE: THE CASE OF INDONESIAN SUBSCRIBER BEHAVIORAL INTENTION ON KIDZ YOUTUBE CHANNEL |
| title_fullStr | EXPLAINING CHILDREN ON YOUTUBE: THE CASE OF INDONESIAN SUBSCRIBER BEHAVIORAL INTENTION ON KIDZ YOUTUBE CHANNEL |
| title_full_unstemmed | EXPLAINING CHILDREN ON YOUTUBE: THE CASE OF INDONESIAN SUBSCRIBER BEHAVIORAL INTENTION ON KIDZ YOUTUBE CHANNEL |
| title_short | EXPLAINING CHILDREN ON YOUTUBE: THE CASE OF INDONESIAN SUBSCRIBER BEHAVIORAL INTENTION ON KIDZ YOUTUBE CHANNEL |
| title_sort | explaining children on youtube the case of indonesian subscriber behavioral intention on kidz youtube channel |
| topic | behavioral intention to use, usage behavior, UTAUT 2, subscribe, YouTube channel content |
| url | https://jurnal.ipb.ac.id/index.php/jikk/article/view/42879 |
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