Factors influencing intention to forward short Internet videos

Jinsong Huang1, Rong Chen2, Xia Wang3
1Department of Business Administration, Beihang University, People’s Republic of China
2Department of Marketing, Tsinghua University, People’s Republic of China
3Department of Marketing, Renmin University of China, People’s Republic of China
Cite this article:  Huang, J., Chen, R., & Wang, X. (2012). Factors influencing intention to forward short Internet videos. Social Behavior and Personality: An international journal, 40, 5-14.

Volume 40 Issue 1 | e2384 | Published: January 2012 | DOI: https://doi.org/10.2224/sbp.2012.40.1.5

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Interpersonal short video forwarding is currently one of the most popular activities of Internet users. One of the key factors that affects this online interpersonal behavior is forwarding intention. In this study, a quality perception → benefit expectation → intention model was proposed to explain the formation of video forwarding intention. To test the model data were collected from 210 undergraduate students. The results showed that perceptions of the quality of the content and empathy affect 3 benefit expectations of control, inclusion, and affection. In addition, control, inclusion, and affection affect forwarding intention.
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