The study focuses on revealing Al Ain University students ’attitudes toward using YouTube and the achieved gratifications. To achieve this goal, three main questions have been asked: To what extent do Al Ain University students use YouTube? What are the motivations for Al Ain University students to use YouTube? And what are Al Ain University students ’attitudes toward using YouTube? The study adopted the available sample method, and the descriptive survey method for You-Tube users. The most important results of the study were as follows: - YouTube ranked fourth in the order of usage rates for the sampled students. - YouTube usage time varied with age. - There is no variation in the duration of use of the YouTube site, according to gender, degree and grade point average (GPA) of the student. -The students’ answers to the total 23 phrases used by the researcher in measuring their attitudes towards using YouTube and the verifications obtained from him determined four factors that affect the continued adoption of YouTube use. The four factors are namely: study and learning, Communication with others, escape from problems, and Leisure and entertainment.
Rahima Aissani, Ghaleb Awad ElRefae
"Trends of University Students Towards the Use of YouTube and the Benefits Achieved - Field study on a sample of Al Ain University students"
AAU Journal of Business and Law مجلة جامعة العين للأعمال والقانون: Volume 5
Available at: http://journal.aau.ac.ae/journal-of-business-and-law/volume-5/issue-1/97