Factors influencing viewer's intention to adopt on-demand TV: a study in Johannesburg, South Africa

Abstract

Research on the adoption of on-demand television (TV) has received much attention in recent years. The purpose of the present research was to investigate the factors influencing the viewer’s intention to adopt on-demand television (TV). The factors explored are Hedonic Motivation (HM), Social Influence (SI), Subjective Norms (SN), Perceived Ease of Use (PEOU), Perceived Usefulness (PU), Attitude towards Use (ATU), and Intention towards Use (ITU). The study reviewed previous literature on On-demand TV or also known as Video-on-Demand (VOD). Data was collected from a total of 382 registered students and staff members, 18 years and older from the University of the Witwatersrand in Johannesburg. Structural Equation Modelling (SEM) was performed to analyse the data set using the Statistical Package for Social Sciences (SPSS) 25 and Analysis of Moment Structure (AMOS) software programme. The results revealed that the constructs had a strong direct impact on each other. Hedonic motivation had a strong and positive direct impact on perceived ease of use. Perceived usefulness has a positive impact on attitude towards use, which is stronger than the direct impact of attitude towards use and the intention towards use of on-demand TV. The contribution of this study is to enhance the comprehension of existing literature on the factors influencing viewers’ intention to adopt on-demand TV as well as the media and entertainment industry.