Factors influencing viewer’s intention to adopt on-demand TV: a study in Johannesburg, South Africa
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Date
2021
Authors
Maharaj, Thareshma
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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.
Description
A research report submitted in partial fulfilment of the requirements for the degree of Master of Commerce (Marketing) to the Faculty of Commerce, Law and Management, School of Economic and Business Sciences, University of the Witwatersrand, Johannesburg, 2021