Motivations and satisfaction: a study on YouTube use among children

• Main Authors: Lien, Kim Yean, Liew, Swet Li, Wong, Chun Siong, Yee, An Li, Yoon, Chee Cong
• Format: Final Year Project / Dissertation / Thesis
• Published: 2019
• Subjects: BF Psychology
• Online Access: http://eprints.utar.edu.my/3460/1/fyp_PR_2019_LKY.pdf; http://eprints.utar.edu.my/3460/

Nowadays, young people especially children love to spent time on YouTube. However, The Malaysian Communications and Multimedia Commission (MCMC) showed 45.3% of Internet user that visited YouTube in 2017 which ranking in third place among 10 social networking site as a video sharing platform that children spent more time on it. This study aims to evaluate the relationship between the use of YouTube and the children’s satisfaction. Besides, researchers also examine the relationship between motivations and satisfaction of children’s use on YouTube. Uses and Gratifications theory is using to examine the motivations and satisfactions of YouTube use among children. Quantitative method is chosen for this study by to distributing a total of 152 questionnaires to children aged 10 to 12 years old from two primary schools in Kampar area – SJK (C) Kampung Bali and SK Methodist ACS Kampar. Consecutive sampling method is adopted in selecting sample. Throughout this study, the main motivation for children to use YouTube is information seeking, followed by entertainment and convenience of YouTube use. Thus, a strong and positive relationship is found out between motivations and satisfaction of children in this research. In this study, students and teachers are the main beneficial since YouTube can contribute to learning and teaching process since the findings of this study is information seeking, teachers can engage YouTube in learning and teaching process.