{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,11,1]],"date-time":"2025-11-01T02:49:51Z","timestamp":1761965391963,"version":"3.41.2"},"reference-count":49,"publisher":"Emerald","issue":"6","license":[{"start":{"date-parts":[[2023,1,2]],"date-time":"2023-01-02T00:00:00Z","timestamp":1672617600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["OIR"],"published-print":{"date-parts":[[2023,10,13]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>To facilitate the use of YouTube as an important global video portal for self-directed learning (SDL), it is important to understand YouTube users' distinctive learning experiences across cultures. This study examines factors influencing YouTube SDL based on the personal responsibility orientation (PRO) model. In addition, the two markets, US and Taiwan, were chosen to explore if national cultural differences affect YouTube users' SDL frequency and goals along with PRO variables.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A self-administered online survey of 372 college aged-YouTube users in the US and Taiwan was conducted to obtain the self-reported SDL behavior on YouTube and other demographic and video usage variable information.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Frequent video sharing and information seeking motives likely facilitate general YouTube SDL, while initiating online video search leads to specific goal-oriented SDL such as problem-solving and skill-improvement. Although American students use YouTube more frequently for SDL than Taiwanese students, Taiwanese students use YouTube more for specific skill improvement.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Social implications<\/jats:title><jats:p>YouTube's social affordance enables YouTube users' informal and SDL across different national cultures and thus the role such social media play in encouraging lifelong learning needs further attention.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study contributes to understanding how YouTube fosters the informal learning process through functions enabling YouTube users' self-directed information seeking, sharing and engaging with online videos with a cross-national comparison. This study is also expected to offer insights to promote the use of YouTube for SDL as a first cross-national study applying the PRO model in the context of YouTube SDL.<\/jats:p><\/jats:sec>","DOI":"10.1108\/oir-01-2021-0051","type":"journal-article","created":{"date-parts":[[2022,12,29]],"date-time":"2022-12-29T03:11:48Z","timestamp":1672283508000},"page":"1134-1154","source":"Crossref","is-referenced-by-count":4,"title":["YouTube self-directed learning in the US and Taiwan: an application of the personal responsibility orientation model"],"prefix":"10.1108","volume":"47","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-7090-5572","authenticated-orcid":false,"given":"Claire Youngnyo","family":"Joa","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Mohammad","family":"Abuljadail","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Louisa S.","family":"Ha","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2023,1,2]]},"reference":[{"issue":"2","key":"key2023101305442166200_ref001","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1177\/2056305118772827","article-title":"The antecedents of incidental news exposure on social media","volume":"4","year":"2018","journal-title":"Social Media + Society"},{"issue":"1","key":"key2023101305442166200_ref002","doi-asserted-by":"publisher","first-page":"69","DOI":"10.21890\/ijres.382936","article-title":"Propensity score matching helps to understand sources of DIF and mathematics performance differences of Indonesian, Turkish, Australian, and Dutch students in PISA","volume":"4","year":"2018","journal-title":"International Journal of Research in Education and Science"},{"issue":"4","key":"key2023101305442166200_ref003","doi-asserted-by":"publisher","first-page":"29","DOI":"10.1080\/1097198X.2004.10856383","article-title":"National culture and information technology product adoption","volume":"7","year":"2004","journal-title":"Journal of Global Information Technology Management"},{"issue":"3","key":"key2023101305442166200_ref004","doi-asserted-by":"publisher","first-page":"808","DOI":"10.1016\/j.tele.2015.12.004","article-title":"Students' learning styles and their effects on the use of social media technology for learning","volume":"33","year":"2016","journal-title":"Telematics and Informatics"},{"issue":"2","key":"key2023101305442166200_ref046","doi-asserted-by":"publisher","first-page":"191","DOI":"10.1037\/0033-295X.84.2.191","article-title":"Self-efficacy: toward a unifying theory of behavioral change","volume":"84","year":"1977","journal-title":"Psychological review"},{"volume-title":"Self-direction in Adult Learning: Perspectives on Theory, Research, and Practice","year":"1991","key":"key2023101305442166200_ref005"},{"issue":"1","key":"key2023101305442166200_ref006","doi-asserted-by":"publisher","first-page":"232","DOI":"10.1177\/1469540514521081","article-title":"Forming digital self and parasocial relationships on YouTube","volume":"16","year":"2016","journal-title":"Journal of Consumer Culture"},{"issue":"1","key":"key2023101305442166200_ref007","doi-asserted-by":"publisher","first-page":"87","DOI":"10.19173\/irrodl.v13i1.1027","article-title":"Investigating instructional strategies for using social media in formal and informal learning","volume":"13","year":"2012","journal-title":"The International Review of Research in Open and Distributed Learning"},{"issue":"6","key":"key2023101305442166200_ref047","doi-asserted-by":"publisher","first-page":"853","DOI":"10.1016\/j.tele.2016.08.008","article-title":"Examining the use of YouTube as a learning resource in higher education: scale development and validation of TAM model","volume":"34","year":"2017","journal-title":"Telematics and Informatics"},{"issue":"1","key":"key2023101305442166200_ref008","doi-asserted-by":"publisher","first-page":"77","DOI":"10.1016\/j.tele.2015.05.005","article-title":"Examining information sharing in social networking communities: applying theories of social capital and attachment","volume":"33","year":"2016","journal-title":"Telematics and Informatics"},{"key":"key2023101305442166200_ref009","doi-asserted-by":"publisher","first-page":"S95","DOI":"10.1086\/228943","article-title":"Social capital in the creation of human capital","volume":"94","year":"1988","journal-title":"The American Journal of Sociology"},{"issue":"10","key":"key2023101305442166200_ref010","doi-asserted-by":"publisher","first-page":"3641","DOI":"10.1177\/1461444818756290","article-title":"Affordances-in-practice: an ethnographic critique of social media logic and context collapse","volume":"20","year":"2018","journal-title":"New Media and Society"},{"issue":"2","key":"key2023101305442166200_ref011","doi-asserted-by":"publisher","first-page":"333","DOI":"10.1037\/0882-7974.21.2.333","article-title":"Factors predicting the use of technology: findings from the center for research and education on aging and technology enhancement (CREATE)","volume":"21","year":"2006","journal-title":"Psychology and Aging"},{"issue":"2","key":"key2023101305442166200_ref012","doi-asserted-by":"publisher","first-page":"256","DOI":"10.1504\/IJWBC.2013.053248","article-title":"The role of social media in self-regulated learning","volume":"9","year":"2013","journal-title":"International Journal of Web Based Communities"},{"issue":"6","key":"key2023101305442166200_ref013","doi-asserted-by":"publisher","first-page":"1013","DOI":"10.1016\/j.ipm.2004.02.002","article-title":"Investigation of information encountering in the controlled research environment","volume":"4","year":"2004","journal-title":"Information Processing and Management"},{"issue":"3","key":"key2023101305442166200_ref014","doi-asserted-by":"publisher","first-page":"731","DOI":"10.1108\/JD-08-2019-0151","article-title":"Information encountering re-encountered: a conceptual re-examination of serendipity in the context of information acquisition","volume":"76","year":"2020","journal-title":"Journal of Documentation"},{"issue":"2","key":"key2023101305442166200_ref015","doi-asserted-by":"publisher","first-page":"110","DOI":"10.1177\/0741713693043002005","article-title":"Review of the book: self-Direction in adult learning","volume":"43","year":"1993","journal-title":"Adult Education Quarterly"},{"issue":"7","key":"key2023101305442166200_ref016","doi-asserted-by":"publisher","first-page":"966","DOI":"10.1177\/0002764213479372","article-title":"Occupy Wall Street: exploring informal learning about a social movement on Twitter","volume":"57","year":"2013","journal-title":"American Behavioral Scientist"},{"key":"key2023101305442166200_ref017","unstructured":"Global Research and Insights (2018), \u201cBeyond millennials: the next generation of learners\u201d, available at: https:\/\/www.pearson.com\/content\/dam\/one-dot-com\/one-dot-com\/global\/Files\/news\/news-annoucements\/2018\/The-Next-Generation-of-Learners_final.pdf (accessed 4 March 2020)."},{"key":"key2023101305442166200_ref018","unstructured":"Google\/Ipsos Connect (2018), \u201cGeneration Z media and values study\u201d, available at: https:\/\/www.thinkwithgoogle.com\/marketing-strategies\/video\/gen-z-and-youtube\/ (accessed 15 March 2020)."},{"issue":"1","key":"key2023101305442166200_ref019","doi-asserted-by":"publisher","first-page":"6","DOI":"10.1080\/17439884.2015.1064954","article-title":"Social media and education: reconceptualizing the boundaries of formal and informal learning","volume":"41","year":"2016","journal-title":"Learning, Media and Technology"},{"key":"key2023101305442166200_ref020","unstructured":"Ha, L. (2018), \u201cYouTube as a global online video portal and an alternative to TV\u201d, in Ha, L. (Ed.), The Audience and Business of YouTube and Online Videos, Lexington Books, Lanham, MD, pp.\u00a01-16."},{"issue":"1","key":"key2023101305442166200_ref021","first-page":"45","article-title":"Digital divide in social media prosumption: proclivity, production intensity, and prosumer typology among college students and general population","volume":"6","year":"2014","journal-title":"Journal of Communication and Media Research"},{"key":"key2023101305442166200_ref022","unstructured":"Hallberg, E. (2017), \u201cThe top 4 countries that have developed eLearning\u201d, available at: https:\/\/elearningindustry.com\/countries-that-have-developed-elearning-top-4 (accessed 10 March 2020)."},{"issue":"1","key":"key2023101305442166200_ref023","doi-asserted-by":"publisher","first-page":"5","DOI":"10.4018\/jgim.1999010101","article-title":"The impact of culture on the adoption of IT: an interpretive study","volume":"7","year":"1999","journal-title":"Journal of Global Information Management (JGIM)"},{"edition":"2nd ed.","volume-title":"Culture's Consequences","year":"2001","key":"key2023101305442166200_ref024"},{"key":"key2023101305442166200_ref025","unstructured":"Hofstede-Insight (2020), \u201cCountry comparison\u201d, available at: https:\/\/www.hofstede-insights.com\/country-comparison\/taiwan,the-usa\/ (accessed 15 September 2020)."},{"issue":"6","key":"key2023101305442166200_ref026","doi-asserted-by":"publisher","first-page":"2075","DOI":"10.1016\/j.chb.2012.06.011","article-title":"Self direction and factors influencing technology use: examining the relationships for the 21st century workplace","volume":"28","year":"2012","journal-title":"Computers in Human Behavior"},{"key":"key2023101305442166200_ref027","doi-asserted-by":"publisher","first-page":"214","DOI":"10.1016\/j.chb.2015.09.010","article-title":"Internet cognitive failure relevant to self-efficacy, learning interest, and satisfaction with social media learning","volume":"55","year":"2016","journal-title":"Computers in Human Behavior"},{"key":"key2023101305442166200_ref028","unstructured":"Ipsos (2017), \u201cYouTube is Taiwan's top destination for video content\u201d, available at: https:\/\/www.ipsos.com\/sites\/default\/files\/ct\/publication\/documents\/2017-10\/youtube-taiwan-top-destination-for-video-content.pdf (accessed 15 March 2020)."},{"volume-title":"Confronting the Challenges of Participatory Culture: Media Education for the 21st Century. An Occasional Paper on Digital Media and Learning","year":"2006","key":"key2023101305442166200_ref048"},{"issue":"3","key":"key2023101305442166200_ref029","doi-asserted-by":"publisher","first-page":"243","DOI":"10.1080\/14703297.2013.805986","article-title":"YouTube acceptance by university educators and students: a cross-cultural perspective","volume":"52","year":"2015","journal-title":"Innovations in Education and Teaching International"},{"volume-title":"SDL: A Guide for Learners and Teachers","year":"1975","key":"key2023101305442166200_ref030"},{"issue":"5","key":"key2023101305442166200_ref031","doi-asserted-by":"publisher","first-page":"611","DOI":"10.1108\/OIR-09-2016-0274","article-title":"Making sense of comments on YouTube educational videos: a SDL perspective","volume":"41","year":"2017","journal-title":"Online Information Review"},{"key":"key2023101305442166200_ref032","doi-asserted-by":"publisher","first-page":"216","DOI":"10.1016\/j.compedu.2016.01.012","article-title":"Facebook and the others. Potentials and obstacles of social media for teaching in higher education","volume":"95","year":"2016","journal-title":"Computers and Education"},{"issue":"2","key":"key2023101305442166200_ref033","doi-asserted-by":"publisher","first-page":"225","DOI":"10.1080\/15205436.2017.1384022","article-title":"The role of engagement in learning from active and incidental news exposure on social media","volume":"21","year":"2018","journal-title":"Mass Communication and Society"},{"key":"key2023101305442166200_ref034","unstructured":"O'Neil-Hart, C. (2017), \u201cWhy you should lean into how-to content in 2018\u201d, available at: https:\/\/www.thinkwithgoogle.com\/marketing-strategies\/video\/self-directed-learning-youtube\/ (accessed 20 February 2020)."},{"issue":"4","key":"key2023101305442166200_ref035","doi-asserted-by":"publisher","first-page":"539","DOI":"10.1177\/0165551515598883","article-title":"Information encountering on social media and tacit knowledge sharing","volume":"42","year":"2016","journal-title":"Journal of Information Science"},{"key":"key2023101305442166200_ref036","unstructured":"Perrin, A. and Anderson, M. (2019), \u201cShare of US adults using social media, including Facebook, is mostly unchanged since 2018\u201d, available at: https:\/\/www.pewresearch.org\/fact-tank\/2019\/04\/10\/share-of-u-s-adults-using-social-media-including-facebook-is-mostly-unchanged-since-2018\/ (accessed 22 October 2020)."},{"volume-title":"Bowling Alone: the Collapse and Revival of American Community","year":"2000","key":"key2023101305442166200_ref037"},{"key":"key2023101305442166200_ref038","first-page":"247","article-title":"Beyond bowling together: sociotechnical capital","volume":"77","year":"2001","journal-title":"HCI in the New Millennium"},{"issue":"1","key":"key2023101305442166200_ref049","doi-asserted-by":"publisher","first-page":"41","DOI":"10.1093\/biomet\/70.1.41","article-title":"The central role of the propensity score in observational studies for causal effects","volume":"70","year":"1983","journal-title":"Biometrika"},{"issue":"2","key":"key2023101305442166200_ref039","doi-asserted-by":"publisher","first-page":"173","DOI":"10.1108\/02651330610660074","article-title":"Cultural differences in, and influences on, consumers' propensity to adopt innovations","volume":"23","year":"2006","journal-title":"International Marketing Review"},{"issue":"2","key":"key2023101305442166200_ref040","doi-asserted-by":"publisher","first-page":"161","DOI":"10.1177\/0741713610380447","article-title":"Development of the PRO-SDLS: a measure of self-direction in learning based on the personal responsibility orientation model","volume":"61","year":"2011","journal-title":"Adult Education Quarterly"},{"issue":"1","key":"key2023101305442166200_ref041","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1214\/09-STS313","article-title":"Matching methods for causal inference: a review and a look forward","volume":"25","year":"2010","journal-title":"Statistical Science: A Review Journal of the Institute of Mathematical Statistics"},{"key":"key2023101305442166200_ref042","doi-asserted-by":"publisher","first-page":"259","DOI":"10.1016\/j.chb.2017.02.058","article-title":"Predicting social capital on Facebook: the implications of use intensity, perceived content desirability, and Facebook-enabled communication practices","volume":"72","year":"2017","journal-title":"Computers in Human Behavior"},{"issue":"1","key":"key2023101305442166200_ref043","doi-asserted-by":"publisher","first-page":"23","DOI":"10.2307\/23207870","article-title":"Social networks and the diffusion of user-generated content: evidence from YouTube","volume":"23","year":"2012","journal-title":"Information Systems Research"},{"issue":"4","key":"key2023101305442166200_ref044","doi-asserted-by":"publisher","first-page":"463","DOI":"10.1080\/17439884.2013.783594","article-title":"Informal learning on YouTube: exploring digital literacy in independent online learning","volume":"38","year":"2013","journal-title":"Learning, Media and Technology"},{"volume-title":"The culture differences on web design: a study of Taiwan's and United States' websites","year":"2009","key":"key2023101305442166200_ref045"}],"container-title":["Online Information Review"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/OIR-01-2021-0051\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/OIR-01-2021-0051\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T22:42:06Z","timestamp":1753396926000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/oir\/article\/47\/6\/1134-1154\/318076"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2023,1,2]]},"references-count":49,"journal-issue":{"issue":"6","published-online":{"date-parts":[[2023,1,2]]},"published-print":{"date-parts":[[2023,10,13]]}},"alternative-id":["10.1108\/OIR-01-2021-0051"],"URL":"https:\/\/doi.org\/10.1108\/oir-01-2021-0051","relation":{},"ISSN":["1468-4527"],"issn-type":[{"type":"print","value":"1468-4527"}],"subject":[],"published":{"date-parts":[[2023,1,2]]}}}