The paper discusses the emergence of User Generated Content (UGC) sites, UGC sites value chain and YouTube as a UGC medium for movie watching experience. This paper goes on by tabulating relationships between content, social, process and technology gratification; and continuance intention of using YouTube to watch movies. Based on various reviews of literature, this study later hypothesized; and proposed a new tentative framework for those in the quest of predicting relationships between those antecedents (gratifications) and consequences (continuance intention).
Keywords : Gratification, Continuance Intention, YouTube