Investigating the Role of UTUAT in YouTube-based Educational Content Acceptance during the Post-Pandemic Era
Keywords:YouTube, elearning, UTUAT, Education, Pakistan, Higher Education
This research also focused on the factors behind wider YouTube usage in Pakistan during the post-pandemic era. The researchers adopted primary constructs from the Unified Theory of Acceptance and employed Structural Equation Modelling for the data analysis. Data gathered from n= 374 individuals indicated that Performance Expectancy has a significant effect on Behavioral Intentions, showing that online platform performance positively shapes the students' behavior. However, the effect of Effort Expectancy was insignificant, indicating expecting less effort to search and find relevant content does not affect the students' Behavioral Intention. The effect of Performance Expectancy on Effort Expectancy also remained significant, indicating that performance expectations are linked with the effort expectations of the respondents. Further, Behavioral Intention significantly leads the study respondents to accept YouTube educational content for learning purposes. Finally, Perceived Usefulness significantly mediates the behavioral intention to accept YouTube educational content for learning purposes. Thus, this research concluded that virtual social networking, including YouTube, supports the young generation's learning and education. Consequently, the importance of these platforms is increasing, demanding that institutions expand their learning opportunities further, ensuring enhanced learning experiences for everyone.