Unveiling Key Drivers Behind YouTube Usage for Competitive Exam Preparation among Rural Students: Exploratory and Confirmatory Analysis Writing

Priyanka Chowrasia; Isita Lahiri

doi:10.71514/jssal/2026.285

Authors

Priyanka Chowrasia Department of Business Administration, University of Kalyani, West Bengal, India https://orcid.org/0009-0001-0741-3612
Isita Lahiri Department of Business Administration, University of Kalyani, West Bengal, India

DOI:

https://doi.org/10.71514/jssal/2026.285

Keywords:

Youtube, educational technology, rural students, online learning, technology acceptance

Abstract

This study looks at what makes rural students use YouTube as a platform to prepare for competitive exams. With the Internet and smartphones easily available in each area, YouTube has become a key platform for educational resources. A survey was conducted in selected districts of Eastern Uttar Pradesh to gather data from students. The study uses EFA and CFA via RStudio to understand the factors that influence YouTube engagement. A total of 300 samples were collected for both EFA and CFA individually of which 250 Useful samples were used in EFA, and 261 Useful samples were used in CFA. The results show that there are five factors that influence YouTube engagement: Affordability, Interactive Features, Ease of Use, Customizable Learning Experience and Motivational Influence. YouTube's Affordability helps rural students access content; Interactive Features make learning more engaging for students; Ease of Use allows rural students to easily navigate and find content; Customizable Learning Experience helps rural students learn at their pace; and Motivational Influence encourages students to continue learning. CFA was then conducted to ensure that the identified factors are reliable and valid. These findings provide insights for educators, policymakers and content creators. They highlight the need for quality education that meets the needs of students. The study's results can help improve education in rural areas by using YouTube effectively. YouTube can play a role in addressing the educational needs of rural students. The study findings are important for making education more accessible and effective for students.

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