The use of modified theory of acceptance and use of technology 2 to predict prospective users' intention in adopting TV Streaming
The number of TV Streaming users in Indonesia, especially TV Streaming based on Over the Top Technology (OTT) is considered small compared to 120 million cellular internet data users and 50 million smart phone users.In order to increase the adoption of TV Streaming, it is important to identify the k...
| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2015
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| Online Access: | https://repo.uum.edu.my/id/eprint/15548/1/PID125.pdf |
| _version_ | 1803626994602082304 |
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| author | Indrawati, , Haryoto, Kusumoaji Sri |
| author_facet | Indrawati, , Haryoto, Kusumoaji Sri |
| author_sort | Indrawati, , |
| collection | UUM |
| description | The number of TV Streaming users in Indonesia, especially TV Streaming based on Over the Top Technology (OTT) is considered small compared to 120 million cellular internet data users and 50 million smart phone users.In order to increase the adoption of TV Streaming, it is important to identify the key factors influenced behavior intention of internet users to start using TV Streaming.This study identified and predicted
the key factors influenced the behavior intention of prospective users of TV Streaming by using a Modified Unified Theory of Acceptance and Use of
Technology 2 (UTAUT2) model.There were 467 valid data out of 1183 data from respondents in 9 cities which have the 9th biggest number of internet users in Indonesia.The collected data were analyzed by using Smart PLS 3.0 and the result shows that there were five factors in Modified UTAUT2 which significantly influence the behavior intention of prospective user of TV streaming in Indonesia.The factors were Content (0.325), Hedonic Motivation (0.292), Social Influence (0.179), Performance Expectancy (0.64) and Price Value (0.063).Meanwhile, two other factors, Effort Expectancy and Facilitating Condition, have no significant effect to the behavior intention to adopt TV streaming. |
| first_indexed | 2024-07-04T05:59:01Z |
| format | Conference or Workshop Item |
| id | uum-15548 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T05:59:01Z |
| publishDate | 2015 |
| record_format | dspace |
| spelling | uum-155482016-04-27T04:14:04Z https://repo.uum.edu.my/id/eprint/15548/ The use of modified theory of acceptance and use of technology 2 to predict prospective users' intention in adopting TV Streaming Indrawati, , Haryoto, Kusumoaji Sri QA75 Electronic computers. Computer science The number of TV Streaming users in Indonesia, especially TV Streaming based on Over the Top Technology (OTT) is considered small compared to 120 million cellular internet data users and 50 million smart phone users.In order to increase the adoption of TV Streaming, it is important to identify the key factors influenced behavior intention of internet users to start using TV Streaming.This study identified and predicted the key factors influenced the behavior intention of prospective users of TV Streaming by using a Modified Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model.There were 467 valid data out of 1183 data from respondents in 9 cities which have the 9th biggest number of internet users in Indonesia.The collected data were analyzed by using Smart PLS 3.0 and the result shows that there were five factors in Modified UTAUT2 which significantly influence the behavior intention of prospective user of TV streaming in Indonesia.The factors were Content (0.325), Hedonic Motivation (0.292), Social Influence (0.179), Performance Expectancy (0.64) and Price Value (0.063).Meanwhile, two other factors, Effort Expectancy and Facilitating Condition, have no significant effect to the behavior intention to adopt TV streaming. 2015 Conference or Workshop Item PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/15548/1/PID125.pdf Indrawati, , and Haryoto, Kusumoaji Sri (2015) The use of modified theory of acceptance and use of technology 2 to predict prospective users' intention in adopting TV Streaming. In: 5th International Conference on Computing and Informatics (ICOCI) 2015, 11-13 August 2015, Istanbul, Turkey. http://www.icoci.cms.net.my/proceedings/2015/index.html |
| spellingShingle | QA75 Electronic computers. Computer science Indrawati, , Haryoto, Kusumoaji Sri The use of modified theory of acceptance and use of technology 2 to predict prospective users' intention in adopting TV Streaming |
| title | The use of modified theory of acceptance and use of technology 2 to predict prospective users' intention in adopting TV Streaming |
| title_full | The use of modified theory of acceptance and use of technology 2 to predict prospective users' intention in adopting TV Streaming |
| title_fullStr | The use of modified theory of acceptance and use of technology 2 to predict prospective users' intention in adopting TV Streaming |
| title_full_unstemmed | The use of modified theory of acceptance and use of technology 2 to predict prospective users' intention in adopting TV Streaming |
| title_short | The use of modified theory of acceptance and use of technology 2 to predict prospective users' intention in adopting TV Streaming |
| title_sort | use of modified theory of acceptance and use of technology 2 to predict prospective users intention in adopting tv streaming |
| topic | QA75 Electronic computers. Computer science |
| url | https://repo.uum.edu.my/id/eprint/15548/1/PID125.pdf |
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