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An Evaluation of the Theory of Planned Behaviour in Consumer Acceptance of Online Video and Television Services
An Evaluation of the Theory of Planned Behaviour in Consumer Acceptance of Online Video and Television Services
1566-6379Journal from gdlhub / 2017-08-14 11:52:31
Oleh : Yann Truong, ESC Rennes School of Business, France
Dibuat : 2012-06-22, dengan 1 file
Keyword : technology adoption, online video, online television, web TV, Theory of Planned Behaviour, user acceptance of online videos
Subjek : An Evaluation of the Theory of Planned Behaviour in Consumer Acceptance of Online Video and Television Services
Url : http://ejise.com/volume12/issue2/p141
Sumber pengambilan dokumen : Internet
This study aimed at evaluating the applicability of the Theory of Planned Behaviour (TPB) model in
predicting user acceptance of online video services. Few studies have applied the TPB model within this context,
even though the model has proven to be effective in predicting technology adoption. Validating the TPB model
would improve the understanding of both academics and practitioners of the most influential antecedents of user
acceptance. Past studies have demonstrated the importance of integrating user needs and behaviour as a
requirement for building successful user-centric online services. Structural equation modelling was used as the
main statistical procedure for data analysis. The results of the study confirmed that the TPB model was viable in
predicting user acceptance of online video services. The findings also revealed that perceived behavioural control
was the highest contributor to predicting intention to use online video services. Attitude toward use and subjective
norm were found to have moderate predictive power, mostly because online video services present obvious
benefits to users and are consumed privately
This study aimed at evaluating the applicability of the Theory of Planned Behaviour (TPB) model in
predicting user acceptance of online video services. Few studies have applied the TPB model within this context,
even though the model has proven to be effective in predicting technology adoption. Validating the TPB model
would improve the understanding of both academics and practitioners of the most influential antecedents of user
acceptance. Past studies have demonstrated the importance of integrating user needs and behaviour as a
requirement for building successful user-centric online services. Structural equation modelling was used as the
main statistical procedure for data analysis. The results of the study confirmed that the TPB model was viable in
predicting user acceptance of online video services. The findings also revealed that perceived behavioural control
was the highest contributor to predicting intention to use online video services. Attitude toward use and subjective
norm were found to have moderate predictive power, mostly because online video services present obvious
benefits to users and are consumed privately
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