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The bootstrap method was employed to test the direct and mediation hypotheses in the model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results revealed that personal factors, i.e. learning outcome expectations and attitude, had direct effects on using YouTube as a learning resource (person \u2192 behavior). The environmental factor, i.e. the sociability of YouTube, influenced the attitude (environment \u2192 person), while the behavioral factor, i.e. prior experience of learning on YouTube, affected learning outcome expectations (behavior \u2192 person). Moreover, the two personal factors fully mediated the influences of sociability and prior experience on YouTube usage for learning.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>The factors and their relationships identified in this study provide important implications for individual learners, platform designers, educators and other stakeholders who encourage the use of YouTube as a learning resource.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study draws on a comprehensive theoretical perspective (i.e. social cognitive theory) to investigate the interplay of critical components (i.e. individual, environment and behavior) in YouTube's learning ecosystem. 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