Abstract

The paper is to evaluate the formation of intrinsic values of psychological contract of Hong Kong Youtubers and their viewers. The method of this research is through in-depth interview for them to tell their conception and method to form the bonding with their viewers. In order to obtain meaningful result, the youtubers interviewed have at least 100,000 followers with active video uploading. Their topics cover a great range of political, sports, entertainment, finance, property, and makeup. These youtube accounts are either fee-paid subscriptions or through products sold from the channel so that their income is entirely based on popularity. Therefore, the formation of intrinsic psychological contract is their only bond in connection with viewers which generates income.

Psychological contract is consisted of extrinsic values and intrinsic values. The paper will focus values because youtubers are paid by advertisers and commission rebate for their products introduced through their channel. The revenue of youtubers have direct connection with the bond with their viewers although these viewers are the clientele base of their revenue.

http://dx.doi.org/10.20431/2349-0381.0701008