Investigating Factors Influencing Consumer Intention to Use Online Streaming Services

Hui-Xian Ng, Yen-Nee Goh, Chee-Ngee Lim
Graduate School of Business, Universiti Sains Malaysia

DOI: https://doi.org/10.60016/majcafe.v32.08


Abstract

This paper investigates factors influencing consumer intention to use online streaming services from the technology acceptance perspective based on the extended Technology Acceptance Model with additional variables – perceived enjoyment and incorporation with human and social constructs from Theory Reasoned Action. The consumer intention to use online streaming services remains unclear due to the gap between expectations of online streaming service providers and the high unsubscribe rate. This study deployed an online questionnaire to collect data from 250 Facebook users. Thus, the data collected for this study were from consumers not using online streaming services in Malaysia to understand the factors that could trigger their intention to use. The data collected were analysed using SPSS version 26 and PLS-SEM version 3.0. The role of self-efficacy as a moderator was examined to better understand consumer behaviour in online streaming services. The result revealed that subjective norms and perceived enjoyment have significantly impacted consumer intention to use online streaming services. Regarding the moderating effect of self-efficacy on the relationship between perceived ease of use and perceived usefulness, the outcome evidenced that self-efficacy plays a moderator role for both constructs. This paper attempts to fill the gap by extending the extant literature on consumer intention to use online streaming services by assessing the direct and moderating effects. Furthermore, the outcome of this study also provides valuable practical contributions for online streaming service providers by improving their understanding of consumer behaviour on the intention to use online streaming services.

Keywords:  Theory of Reasoned Action, Extended Technology Acceptance Model, self-efficacy, online streaming services