Exploring the determinants of continuance usage of online video streaming service

Conference paper

Chang, S. and Murai, A. 2016. Exploring the determinants of continuance usage of online video streaming service. 6th Global Innovation & Knowledge Academy Conference (GIKA 2016). Valencia, Spain 20 - 23 Mar 2016
TypeConference paper
TitleExploring the determinants of continuance usage of online video streaming service
AuthorsChang, S. and Murai, A.
Abstract

Drawing upon the technology acceptance model (TAM), the theory of planned behavior (TPB) and the uses and gratifications theory (U&G), this study proposes and empirically tests an integrated model to better understand the determinants of consumers’ continuance intention to view online video streaming service. Empirical data from 300 users who had experience with online video streaming service are analysed against the proposed research model by using structural equation modelling (SEM). The results indicate that attitude, perceived hedonic value and service quality are the main factors affecting continuance intention, while perceived usefulness and perceived ease of use affect attitude. This study also provides a comprehensive framework that can be translated into the knowledge of the current online video streaming viewing phenomenon and extends the existing research.

Conference6th Global Innovation & Knowledge Academy Conference (GIKA 2016)
ISBN
Hardcover9788460838401
Publication dates
Print26 Mar 2016
Publication process dates
Deposited01 Nov 2017
Output statusPublished
LanguageEnglish
Book titleProceedings of 6th Global Innovation & Knowledge Academy Conference (GIKA 2016)
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