Exploring the determinants of continuance usage of online video streaming service

Chang, Shing-Wan ORCID logoORCID: https://orcid.org/0000-0002-1587-9076 and Murai, Arisa (2016) Exploring the determinants of continuance usage of online video streaming service. Proceedings of 6th Global Innovation & Knowledge Academy Conference (GIKA 2016). In: 6th Global Innovation & Knowledge Academy Conference (GIKA 2016), 20-23 March 2016, Valencia, Spain. ISBN 9788460838401. [Conference or Workshop Item]

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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.

Item Type: Conference or Workshop Item (Paper)
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 22799
Useful Links:
Depositing User: Shing-Wan Chang
Date Deposited: 01 Nov 2017 16:15
Last Modified: 13 Jun 2022 04:24
URI: https://eprints.mdx.ac.uk/id/eprint/22799

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