A Study on the Continued Viewing Intention of YouTuber Videos: Experiential Marketing, Social Capital, and Habit Perspectives

In recent years, with the maturity of mobile internet technology, YouTube has become a mainstream platform for video sharing. This study explores the behavior of Taiwanese YouTube viewers, considering factors such as experiential marketing, habit, and social capital. The study sample consists of 467 viewers who have watched YouTuber videos. The results reveal that mobile, emotional, and sensory experiences positively influence viewers’ Habit, subsequently affecting social capital (trust, norms, identification). Trust and identification have a positive impact on the intention to continue watching. This research offers a new perspective on the viewing behavior of YouTuber audiences, providing valuable insights for related fields.