Title: Adoption of VoD services: an investigation of extended technology acceptance model

Authors: Rahul Sharma; Amit Kakkar

Addresses: Mittal School of Business, Lovely Professional University, G.T. Road, Phagwara, Punjab – 144411, India ' Mittal School of Business, Lovely Professional University, G.T. Road, Phagwara, Punjab – 144411, India

Abstract: With the changing times, the consumption patterns and purchase intentions of the customers for different products/services are also changing and the same is also witnessed in the entertainment industry. The reduced data prices and wide penetration of smartphones witness the whirlwind acceptance of streaming apps among their target audience. The present study intends to study the factors influencing the purchase intention of VoD services. The conceptual model to study the purchase intention was centred around technology acceptance model and was further extended with the addition of dimensions like perceived enjoyment and content and the antecedents of perceived usefulness and perceived ease of use. Two hundred seven respondents participated in the survey and Smart-PLS 2.0 was used to analyse the responses. The study established the significant and positive effect of PEOU and PU, perceived enjoyment and content on the intention to use VoD services suggesting the acceptance of newer technologies because of EOU and usefulness.

Keywords: video-on-demand; VoD; content; over-the-top; OTT; technology acceptance model; TAM; Smart-PLS.

DOI: 10.1504/IJIMA.2022.120966

International Journal of Internet Marketing and Advertising, 2022 Vol.16 No.1/2, pp.62 - 80

Received: 02 Jul 2019
Accepted: 02 Mar 2020
Published online: 21 Feb 2022 *

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