Factors that affect students' intention and use of technology: an assessment of UTAUT2 in the context of YouTube video forwarding behaviour

This study aims to understand the students' behaviour on forwarding content through YouTube by applying UTAUT2 model. Though forwarding content to other users in a network exhibits an implicit consent and adds credibility to the message, the factors that affect a user's decision to accept YouTube and forward the content have received limited consideration. The study reveals that YouTube is largely perceived as a technology for consumption of...