EXPLORING CONSUMERS’ INTENTION TO USE OTT VIDEO STREAMING PLATFORMS

Jyi-Chang Tsai

Department of Information Management, I-Shou University, Kaohsiung, Taiwan

This email address is being protected from spambots. You need JavaScript enabled to view it.

Lisa Y. Chen*

Department of Information Management, I-Shou University, Kaohsiung, Taiwan

*Corresponding Author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Ming-Han Cai

Department of Information Management, I-Shou University, Kaohsiung, Taiwan

This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

After the outbreak of the epidemic, people traveled less frequently, and entertainment activities moved indoors, leading to an increase in the use of OTT video streaming platforms. This study is based on the Technology Acceptance Model (TAM), with entertainment, convenience, and content diversity as external variables, to examine consumer’s intention to use OTT video streaming platforms. We hope to understand the factors that people use OTT video streaming platforms and provide reference to related industry players. This study uses the questionnaire method to collect relevant data. A total of 260 questionnaires were collected. After deducting 6 invalid questionnaires, 254 valid questionnaires were collected and analyzed with SPSS analysis software. The results show that entertainment, convenience and content diversity all have a positive impact on perceived usefulness and perceived ease of use, while perceived ease of use has a positive impact on perceived usefulness, and both perceived ease of use and perceived usefulness have a positive impact on use intention. The results of this study found that when the OTT video streaming platform has enough content and is convenient enough, the public can enjoy the OTT video streaming platform in a comfortable and relaxed mood, and the public will also choose the OTT video streaming platform to use. Finally, this study put forward some suggestions for the OTT video streaming platform operators for reference.

Key words: OTT video streaming platforms, Technology Acceptance Model, entertainment, convenience, content diversity, Use intention

 

Attachments:
Download this file (1296 Final.pdf)1296 Final.pdf[ ]493 kB