Factors Affecting Vlog Viewers' Behavioral Intentions: An Empirical Study Based on Innovation Diffusion Theory

Abstract

The purpose of this study is to apply the Innovation Diffusion Theory (IDT) to explore various factors affecting behavioral intentions among Vlog viewers, moreover, to understand related impacts on behavioral intentions of the Innovation Diffusion Theory with different background variables. This study uses online survey questionnaires for data collection and analysis. A total of 255 questionnaires of Vlog viewers across Taiwan were collected to test the hypothesized research model. A data analysis was performed using structural equation modelling(SEM). The results of the analysis fully supported the hypotheses and have revealed that the IDT has a direct and significant influence on the behavioral intention of Vlog Viewers. Further discussion of practical applications and future research is included.